Experience management platforms in feedback collection

by | Sep 13, 2023 | Customer Experience

Stock up your customer feedback terrarium

Ever seen a terrarium? It’s an enclosed environment where plants nurture themselves within a controlled ecosystem. Think glorious plant art in a glass jar.

In a terrarium, plants receive the right amount of sunlight, moisture, and nutrients for optimal growth, while being shielded from harsh external conditions. Terraria can even simulate specific ecosystems, creating perfect environments for certain plants.

Like terraria, experience management platforms (EMPs) create a contained space for collecting and managing feedback, ensuring that it is captured, organised, and used effectively. EMPs also provide the necessary conditions for customer feedback to flourish, helping you to make informed decisions and improvements.

And best of all, terraria let you observe plants up close and monitor their growth, which is precisely what EMPs do with customer feedback, allowing you to analyse sentiments, trends, and patterns.

Sure, plants (feedback data) can survive without terrarias (EMPs), but they’re more challenging to control, grow, collect, and monitor if they’re scattered. After all, collecting feedback isn’t enough. You must analyse, understand, and act on it.


What is an experience management platform (EMP)?

Experience management platform (EMP) software tools help you manage the entire customer feedback lifecycle, from gathering data to generating insights and taking action. Features and functionalities of an EMP usually include:

  • Survey design and distribution: Create and customise surveys using various question types, logic, and branding. You can also distribute them across multiple channels, like email, web, mobile and social media.
  • Data collection and integration: Collect and integrate data from various sources, like surveys, customer relationship management (CRM) systems, web analytics, and social media, to get a holistic view of customer feedback.
  • Data analysis and visualisation: Analyse data through text analytics, sentiment analysis, and predictive analytics. You can also visualise the data through dashboards, reports, and graphs.
  • Action management and automation: Create and assign tasks based on feedback data and automate workflows to trigger actions based on specific criteria or events.
  • Collaboration and communication: Share data and insights with your teams or stakeholders while communicating with your customers using various channels, like email, SMS, or chatbots.
Although all this may sound like a golden ticket to feedback bliss, you need to get the feedback first. Your EMP can’t ask your customers how they feel and make the necessary changes in your business (yet).

So your next step is to choose the right channels.


Which channels gather customer feedback and insights?

One of the best things about terraria is that you can plant various plant species, from succulents and violets to moss and tropical plants. Same goes for EMPs. You can reach your customers using a channel or channels they prefer.

Common channels to gather customer feedback and insights include:
  • Email: Send surveys after a purchase, service interaction, or other touchpoint.
  • Web: Use pop-ups or widgets to display surveys on specific pages or sections.
  • Mobile: Use mobile surveys, push notifications, or in-app messages to capture feedback from mobile app users.
  • Social media: Social media surveys are great for getting feedback from followers, as are social media listening tools that monitor what customers say.
  • Offline: Gather feedback directly from customers who aren’t online or who prefer offline methods.
Once you have all your feedback, you can safely plant it in your EMP terrarium.


Consolidating data for actionable insights

EMPs combine data from different sources and channels into one platform to give you a unified view of customer feedback. This allows you to:
  • Identify patterns and trends
  • Segment customers based on feedback
  • Compare your performance across touchpoints
  • Benchmark your performance against competitors
  • Identify gaps and opportunities in customer journeys
  • Prioritise important areas for improvement
  • Generate recommendations for action based on best practices
Wouldn’t it be nice to have your most precious plants in a glassy box (or glossy computer screen)? Of course it would! But a terrarium isn’t a get-out-of-caring-for-your-plants card. Just because it waters and feeds itself like a rainforest, doesn’t mean it can’t self-destruct.

There’s no point in a fully stocked terrarium if you’re going to let it over-grow.

To get the most out of your EMP, remember to set clear goals, choose the channels that work for you and your customers, analyse feedback regularly, and do something about the feedback. Otherwise, you have a piece of automated software that doesn’t bring you any value.

Want to build your own feedback terrarium? Follow our steps or contact the InteractRDT team; we have green fingers when it comes to anything customer-experience-related.

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