One bad experience and the click of a mouse. That's all it takes for a customer or employee to go somewhere else. As life and work have become digitized in the last two years, the switching cost has decreased to almost zero. It's never been easier for people to change their company loyalty. Experience management has never been more important. But creating those great experiences that resonate with customers and employees requires paying attention to customer feedback and insights. In times of uncertainty, organizations aim to consolidate the number of ways they listen to understand the cause and drivers of the experience, says Brad Anderson, President of Products & Services at Qualtrics. Turning customer feedback into actionable insights requires continuous listening, finding areas to improve and driving those improvements. Those insights direct organizations to the next best step for the individual and the group and can be adjusted in real time. Organizations need to pay attention and understand the emotions people feel as they interact with the organization, both as customers and employees. Understanding those emotions helps brands identify what is and isn't working. Anderson says call centers are a gold mine of information that doesn't even require asking for new feedback. By listening to conversations that are already happening with the help of AI, companies can understand what experiences need to be improved and the next best action for individuals and groups. Listening to customers helps pinpoint areas of friction within the experience that can be improved. Anderson recommends paying attention to the emotions behind the experiences. People are often willing to share good and bad experiences, but organizations and leaders need to listen to their feelings to drive improvement. As companies listen, experience management programs create memories of every experience a customer or employee has had. As technology advances, brands can recall those experiences in real time to provide personalized insights into the next right step for every person. Experience matters now more than ever. And the key to delivering great experiences to customers and employees is listening, finding areas to improve and continually driving improvements. *Sponsored by Qualtrics ________ Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.

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