Customer Experience (CX) is defined as the sum of experiences that people have during the whole relationship with a given product/service. This also pertains to the enterprise businesses. Good impression can win you trust and love from many, but bad impression can quickly make them run to your competitors. What is more, the businesses with higher NPS (Net Promoter Score) grow faster than companies with lower loyalty metrics.
Enterprises may find it challenging to control the way customers feel about their relationship with a given product. Improving and, importantly, personalizing the interaction, however, is not out of their reach, as more and more CX solutions providers decide to focus on enterprises as well. Recently, Zendesk discovered that the need for enterprise customer service software is growing and decided to offer a plan dedicated to the biggest customers. For online enterprises, the crucial issue is to be available for their client base all the time and swiftly respond to their needs and doubts.
In the world where only 4% of potential customers really trust advertising, big investments should be made on improving the overall experience instead. But how do you know what to improve and how to do it? These tools come to rescue for enterprises which want to identify user problems and optimize the customer experience.
Customer Experience Software Platforms
With Zendesk you can create a self-help center for your customers and solve problems faster with a ticket system. Multiple integrations, customization options as well as reporting make it one of the industry favorites. Especially for the enterprise businesses, Zendesk offers an uptime guarantee, meaning they will pay if the client’s website goes down.
2. IBM Tealeaf
This front runner of Customer Experience Management software for enterprises enables you to find out how users interact with your mobile sites or apps. You are able to monitor large traffic without affecting site performance. Tealef offers advanced filtering, allowing you to retrieve a specific mobile session based on the device parameters, HTTP or observed events.
What makes Tealeaf unique is its’ replay ability (a page-by-page, browser-level recording of the actual customer experience) that allows you to quickly diagnose and fix the problems causing poor online experiences.
Tealeaf’s greatest asset is its highly customized metric capabilities. Although it is great for monitoring, it won’t be able to replace your digital analytics data or fulfill all of your business requirements.
Satmetrix helps you understand the connection between customer behavior and business outcome. You can also directly publish positive feedback received from the clients on social media. In order to better understand the customer sentiment, Satmetrix offers surveys with advanced capabilities, like segmenting by location, industry or product. For enterprise clients, Satmetrix provides private virtual cloud with enhanced support.
All these features help you use data to make both day-to-day tweaks as well as major strategic changes to improve the customer experience.
With ResponseTek you can access not only website data but also social media. This way you can gather customer sentiment and feedback from where it is the most dangerous to your reputation and quickly act in case of a social media crisis thanks to early warning system. ResponseTek gives you access to targeted surveys. You are able to survey randomly selected customers after different actions, like abandoning or completing a form.
ClickTale provides you with heatmaps and visitors’ session recordings to help you visualize customer behavior. You can check how people experience your website on desktop, tablet and mobile. ClickTale is integrated with Google Analytics (GA) which means you can leverage GA capabilities. For example, you can use GA to identify users from the segment you want to learn more about and then use ClickTale integration to watch their complete browsing sessions and investigate behavior patterns.
6. Adobe Experience Manager
Adobe Experience Manager (previously known as Adobe CQ) is a powerful CMS application that allows you not only to manage content but also to build assets for web, mobile and social media channels. Adobe Experience Manager is a part of Adobe Marketing Cloud, a comprehensive Digital Marketing solution and it is one of its greatest strengths, as it allows to easily create a powerful enterprise toolkit that includes web analytics, paid advertising management or the ability to A/B test digital content. What is more is that its open architecture makes it easy to integrate with existing enterprise software systems
Kana’s Web Experience software gives you a chance to directly affect your customers’ experience by assisting them via live chat, co-browsing or self-help. This way enterprises can deliver personalized customer service regardless of large traffic.The platform also offers customer service solutions for social media and mobile. Verint® Enterprise Feedback Management™ (EFM) option can be added to Kana software in order to assess the performance of customer service teams and make sure that the voice of customers is heard and acted upon.
ClaraBridge is a centralized hub for the voice of your customers that allows you to hear the important feedback regardless of the amount you receive. No matter where the feedback comes from (social media, email, chat, surveys) you can funnel it and optimize your website according to it. Enterprise clients, who receive large amounts of feedback, gain a leading edge by having a Natural Language Processing engine that collects and structures data. What is more, ClaraBridge offers advanced sentiment analysis with templates for different industries or touchpoints to save time on configuration. When data suggest that something unusual is happening, the stakeholders receive real-time email alert, to act immediately.
SAS Adaptive Customer Experience is a very useful tool for digital marketers, who want to use big data intelligence for increasing conversion and improving CX at the same time. SAS provides web analytics more advanced than, for example, Google Analytics, as it tracks everything the customer does during the browsing session, from on-site searches to mouse hovering. Apart from analytics, SAS allows the marketers to act in real-time by suggesting the best offers for customers, based on enterprise business logic.
Gemius is a great enterprise software platform for online audience measurements. GemiusPrism solution is dedicated to study web visitors’ behavior and comes with advanced segmentation options (for events and visitors), adapted for analysing large numbers of visitors. GemiusPrism offers reports that are exportable to different file types along with charts that help visualize the data during internal reviews and presentations.
Hubspot is traditionally the go-to tool for inbound marketers. The enterprise edition allows you to track every activity your customers perform on the website. This allows you to personalize the customers’ experience based on their interaction. Hubspot for enterprises offers advanced reports that can be shared with and easily understood by team members or stakeholders.
People at Hubspot figured that marketers are always on the go, so the software provides a mobile app that helps keeping an eye on everything that is going on.
Medallia’s Enterprise Feedback Management can gather huge amount of customer feedback from various survey sources (web, email, phone) and sends you actionable reports directly to your phone. What makes it unique is that Medallia can be integrated with enterprise resource planning systems and tie financial data with customer experiences to suggest improvement areas based on the business outcome.
Multivariate testing can ensure higher conversion rates but also create a sense of a better fit between your product page and your customer, improving the CX in the process. Maxymiser can help you achieve both. The software offers the possibility of running A/B and multivariate tests for websites, mobile sites and social media. What is more, it allows you to further personalize the customer experience with predictive analytics. Maxymiser captures different kinds of data (behavioral, CRM, industry-specific) about every online visitor to create customer profiles. This allows to accurately predict the optimal experience for a given customer, as well as display for them the most tailored offers.
UserZoom is a cloud-based comprehensive platform for online user research. You can gather customer feedback and cost-effectively conduct remote unmoderated web and mobile usability testing. Enterprises pay not per study but per year which allows them to address all of their needs with flexibility. New customers of UserZoom are greeted with a launch program that involves set up of the software, training and consulting regarding integration.
UX360 by Tandem Seven is a great tool for all enterprise UX professionals who want to make a real impact on how visitors experience their website by getting to know the users really well – this solution allows to craft user personas and stories. The option to create compelling visual journey maps makes the personas more easily understandable for all relevant stakeholders. Advanced task management functionality and integration with popular agile management tools make UX360 a useful tool for scrum teams.
UsabilityTools gives you a set of useful solutions to monitor the online experiences and immediately spot any issues users might have. You can also use the Feedback tool to gather voice of customers and act upon their suggestions. UsabilityTools provides all of the features on one comprehensive platform which is the most cost effective and comfortable to use solution for large companies.
Enterprise clients get customizable plans that allow to perform a nearly unlimited number of tests and use multiple accounts – useful for teams of any size. Finally, the integrated Cint Research Panel provides access to 10 million respondents from 60 countries. Thanks to 200 filters and advanced segmentation options you can pin-point relevant people and save a great deal of time
Big budgets usually come with big expectations and with customer experience there’s a lot at stake. For small and medium businesses it’s much easier to change services and software they don’t like. Enterprises have to carefully consider each choice.
On the other hand, huge businesses can vastly improve the customer’s attitude towards them by taking care of all of the stages in the customer-service relationship. From optimizing the UX on the website, to ensuring great post-purchase customer service, improving customer experience is an investments that pays off quickly.
Hopefully this selection of tools will help you pick something that suits the needs of your business best. We tried to showcase a versatile deck of tools that offer different features dedicated to the enterprise needs. Do you know other solutions that can help improve customer experience in enterprises? Let us know in the comments below.
Want to learn more?
If you’re interested in the managerial and strategic aspects of UX, then consider to take the online course on UX Management and Strategy. If, on the other hand, you want to brush up on the basics of UX and Usability, then consider to take the online course on User Experience (or another design topic). Good luck on your learning journey!
(Lead image: Depositphotos)