{"id":119229,"date":"2021-05-25T05:57:39","date_gmt":"2021-05-25T12:57:39","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=119229"},"modified":"2023-06-09T06:30:17","modified_gmt":"2023-06-09T06:30:17","slug":"is-there-an-app-for-that","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/is-there-an-app-for-that\/","title":{"rendered":"Is There An App For That?"},"content":{"rendered":"<p><b>Customer Experience and Apps<\/b><\/p>\n<p><span style=\"font-weight: 400;\">While you might suspect this would be about our <\/span><a href=\"https:\/\/www.questionpro.com\/help\/customer-experience\/onboarding-cx-app.html\"><span style=\"font-weight: 400;\">customer experience app<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.questionpro.com\/mobile\/\"><span style=\"font-weight: 400;\">mobile survey tools<\/span><\/a><span style=\"font-weight: 400;\"> or our <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/questionpro-sdk-for-mobile-app\/\"><span style=\"font-weight: 400;\">CX SDK<\/span><\/a><span style=\"font-weight: 400;\"> for understanding in-app experience (yes, we have those), this is really about the disconnect between our digital world and the customer experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Last week I wrote about how technology can both enhance and hinder the customer experience.\u00a0 In preparing for our <\/span><a href=\"https:\/\/marketing.questionpro.com\/cx-digital-empathy\"><span style=\"font-weight: 400;\">roundtable discussion<\/span><\/a><span style=\"font-weight: 400;\"> this week,\u00a0 I started thinking about all the ways we let technology interfere with our relationship with customers.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These apps can be helpful.\u00a0 Now when I want customization on my food order, I prefer to use the app.\u00a0 Need to make a reservation, there is an app for that &#8211; along with a confirmation as there is nothing worse than showing up for a reservation only to find out someone wrote down the details incorrectly.\u00a0 Need to hail a ride, no more standing in the rain trying to hail a taxi cab.\u00a0 There are so many examples of where these apps make it easier for customers to work with a business and for businesses to handle customers.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This has been even more true during the pandemic.\u00a0 Using delivery apps has allowed individuals to maintain their physical distance and help customers queue up for service without standing in a line.\u00a0 However, this shift cannot be permanent.\u00a0\u00a0<\/span><\/p>\n<p><b>CX and Technology (Redux)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Even before the pandemic, I could relate to the very positive and negative elements of using an app to manage the customer experience.\u00a0 I was one of the road warriors and despite flying in and out of larger airports, I got to know some of the names and faces at the airline.\u00a0 When you checked in at the airport, when you had a question at the gate or had to make a last minute flight change one would have to speak to someone &#8211; either on the phone or at the airport.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I embrace the technology that allows me to do that on my own, it does enhance my experience in many ways &#8211; to take \u201ccontrol\u201d in an experience where most feel that they have no control.\u00a0 Change to the exit row, check for an upgrade, get that last seat on the earlier flight to get home just a couple hours sooner.\u00a0 All that through an app, but no interaction with people.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the plane, where I was lesser known, I am now more \u201cwell known\u201d.\u00a0 Why?\u00a0 Because the flight crew has an app that identifies me as a frequent flyer.\u00a0 I\u2019ve seen it highlighting seats with Gold or higher status.\u00a0 It prompts them to offer that free drink as one of my benefits.\u00a0 Yet, that experience can be inconsistent or, at times, non-existent.<\/span><\/p>\n<p><b>Digital CX and Empathy<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Where can it go wrong?\u00a0 So many places, and the bridge between the human side and technology is most often where the <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\"> breaks down.\u00a0 It can happen at any <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-touchpoints\/\"><span style=\"font-weight: 400;\">CX touchpoint<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0 What if I am unable to use the app?\u00a0 In the example of switching flights last minute, if the flight is already boarding, I need to to speak with a representative.\u00a0 Often, their first response without looking up is to point you to the app.\u00a0 A few times I\u2019ve heard \u201cwe\u2019re already boarding, there\u2019s nothing I can do\u201d, which as often as I fly I know not to be true.\u00a0 Rather than being empathetic, they default to the technology &#8211; not knowing anything about me as a customer or me as a person.\u00a0 On the plane, if the flight crew app is not connecting while we are in the air, I notice a different level of service.\u00a0 Acknowledging frequent flyers is limited, and it is a reminder that it is just an operational process rather than an empathetic one.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When looking at the <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/why\/cx-strategy.html\"><span style=\"font-weight: 400;\">customer experience strategy<\/span><\/a><span style=\"font-weight: 400;\">, it has to go beyond <\/span><a href=\"https:\/\/www.questionpro.com\/customer-satisfaction.html\"><span style=\"font-weight: 400;\">measuring<\/span><\/a> <a href=\"https:\/\/www.questionpro.com\/nps-plus\/\"><span style=\"font-weight: 400;\">NPS<\/span><\/a><span style=\"font-weight: 400;\"> and implementing an automated <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/closed-loop\/case-management.html\"><span style=\"font-weight: 400;\">closed-loop<\/span><\/a><span style=\"font-weight: 400;\"> feedback system.\u00a0 Improving operational efficiency should be a benefit of any CX program, but it should not be the goal.\u00a0 For over two decades, I\u2019ve watched as companies tried to respond to customer feedback by asking \u201ccan we automate the response?\u201d.\u00a0 I\u2019ve spoken many times about a car rental company that would issue me a $25 coupon every time I gave negative feedback, so I just kept doing it.\u00a0 Not to take advantage of their system, rather, I wanted to see how long it would take to recognize that a customer that rents weekly has been providing negative feedback.\u00a0 Hint: it didn\u2019t happen until I stopped renting from that company.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What is missing in all the Digital driven services and Operationally focused CX programs?\u00a0 It is the human element called <\/span><span style=\"font-weight: 400;\">empathy<\/span><span style=\"font-weight: 400;\">.\u00a0 It can still be observed in some brands, and can show up in other brands when you have committed and caring employees, but your CX program only increases that divide unless you are looking at how you build in <a href=\"https:\/\/www.questionpro.com\/blog\/empathy-map\/\">empathy map<\/a>.\u00a0 Join us on May 27th, we will be hosting <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jonathan-anthrolytics\/\"><span style=\"font-weight: 400;\">Jonathan Hawkins<\/span><\/a><span style=\"font-weight: 400;\"> in a discussion about CX and Digital Empathy.\u00a0 Be certain to sign up <\/span><a href=\"https:\/\/marketing.questionpro.com\/cx-digital-empathy\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\"><strong>QuestionPro offers some of the most advanced customer experience tools available.<\/strong> Gain valuable insights into your customers\u2019 thoughts and feelings using\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">QuestionPro CX software<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0today.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/info.questionpro.com\/meetings\/kenneth-peterson\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Book Demo<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customer Experience and Apps While you might suspect this would be about our customer experience app, mobile survey tools or [&hellip;]<\/p>\n","protected":false},"author":68,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is There An App For That? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Join us every Tuesday as Ken Peterson gives you his thoughts on the world of CX. 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