5 trends I've observed about CX since joining Medallia

I recently finished my 4th week at Medallia and have been truly blown away with the great products & amount of intelligent people I get to work with.

In some areas, it feels like Medallia has read my mind and translated those ideas into phenomenal products. In other areas, I am bewildered at how forward-thinking they are in being able to truly encapsulate a 360 degree view of the customer across different channels.

I recently reflected on all of the new things I've learnt since joining Medallia and thought they were worthy of writing about. I don't apologise for the shameless product plugs throughout!

1 - Customer Signals VS Customer Surveys

A few months ago, I made a prediction that customer signals would replace the traditional customer survey as we know it. Whilst I don't think we are too close to the extinction of customer surveys, your organisation should definitely be thinking about CX measurement in a broader lense than the typical customer survey.

Customer signals that I've been exposed to at Medallia include;

  • Speech

  • Digital Behaviours

  • Video

  • SMS / WhatsApp / FB Messenger

  • Social Media / 3rd Party Review Sites

  • IoT

  • Unstructured Data - Emails, Webchat, Agent Notes

Ongoing advancements in Artificial Intelligence and Machine Learning is allowing a platform like Medallia to ingest and analyze these datasets, translating qualitative inputs into quantitative insights (see point 2 for further information).

2 - Automated scoring now allows 100% of interactions to be measured

Historically, the only way to derive a CSAT or NPS score from a customer was by directly receiving that score in a survey.

With advancements in AI & Machine Learning, quantitative measures (i.e. CSAT) are now being inferred from qualitative inputs (i.e. social media response, survey verbatim, or contact centre phone call).

This is truly a game-changer as it allows a more holistic representation of your customer base.

Think about how things work today - customers who provide the lowest survey scores are generally the first to be contacted. In the future, each interaction (no matter of whether a survey response has been provided) can be measured objectively utilising natural language understanding.

This will allow your organisation to focus on at risk customers, no matter how they communicated their feedback to you; uncovering the "silent majority".

3 - Predictive Analytics & Next Best Actions will be the cornerstone of market-leading CX programs

"Personalisation at scale" is the new buzz word being thrown around by a lot of companies at the moment. Whilst some companies are drowning in data, others are utilising it to get one step ahead of their customer.

Journey orchestration tools - combined with advanced customer data lakes - will allow mature CX companies to effectively predict the next best action to prevent a customer from becoming disgruntled, or to upsell them into buying further.

A common use case I continue to hear about is in the automotive industry. Customers are generally browsing websites to look at different car models, colours & specifications. Journey orchestration tools can take this information and pass it onto the car dealership before the customer gets there, ensuring they are well-prepared / anticipating the needs of customers before they actually speak with them.

Similarly, machine learning is creating the capability of flagging "at-risk" customers in real-time according to similar interactions that other customers have had in the past. This will allow contact centre operators to intervene at the right time before the customer becomes too frustrated with a certain situation.

Check out Thunderhead if you want to learn more.

4 - Voice to text and video are emerging feedback channels

As part of my product training, I had the pleasure of learning about Medallia Speech & Living Lens. These tools allow you to capture insights from all voice interactions, and also gives the capability for customers to provide feedback via video.

All interactions are accurately transcribed to text, allowing the Medallia's AI & Text Analytics capabilities to infer certain insights - automated scoring, key themes, emotion etc.

I read a statistic the other day claiming that over 80% of social media content is now in video format (which makes sense with the emergence of TikTok). Subsequently, I predict that the majority of survey interactions in the future will come from video and/or speech-to-text interactions. Medallia has some phenomenal tools allowing businesses to capture & translate these interactions into meaningful insights for their business.

What's even better is that these interactions can be stored in the same platform as standard surveys, bringing all data into a single view for the organization!

5 - Digital experience analytics is helping to uncover the "silent majority"

The most common quote I get from people who don't live & breathe customer experience is:

"only the annoyed people fill out surveys" - 🙄

What if I could tell you that there are now solutions out there which enable you to understand how customers are feeling WITHOUT having to send them a survey?

Decibel, by Medallia does exactly this. It has created a proprietary Digital Experience Score (DXS) which monitors the behaviour of customers who interact across your digital channels - website & App. This allows your business to understand friction points and certain behaviours (with session replays) of your customers as they navigate through your content.

This tool allows you to get an aggregate view of customer behaviour from the silent majority - those who never provide feedback!


So as you can probably read, I'm extremely bullish on the value that Medallia can provide to organisations. The most common objection I receive about customer experience measurement is that it's "not totally representative" of the population. Medallia has seemingly solved this problem via automated scoring & behavioural experience solutions.

I can't wait to continue to learn & grow with this awesome company!


Ben the Bearded Man


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