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Five steps to building a robust CX tech stack

Simplifying CX YouTube series episode on building a robust CX technology stack.

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Video Transcript

Hey everyone, Rachel here from GetFeedback. Welcome to another episode of Simplifying CX. 

If you’re new to this channel, welcome! Our videos are here to provide you with straightforward answers to the biggest CX challenges. If that sounds relevant to you—don’t forget to subscribe!  

Today I’m going to go over 5 steps to building a valuable customer experience tech stack.

This was suggested by one of our subscribers, Tom Zazueta. Thanks, Tom for this idea!

All right, so what is a CX tech stack? A CX tech stack is a series of third-party software solutions that brands use collectively to gather customer insight.

The goal of the CX tech stack is to collect, analyze and act on customer data in one place from different touchpoints. For a CX tech stack to be valuable, you need a “single source of truth”– one place where you can collect, analyze, and act on the voice of the customer insight. 

There isn’t a perfect solution, however, Customer Relationship Management software, also known as (CRM), is the closest you can get. 

The most popular CRM, Salesforce, is known for its large network of integrations with other CX software.

With that in mind, let’s dive into the five-step process of building a valuable CX tech stack.

Step One: Understand user behavior.

To know where to start with your CX tech stack, you have to track and benchmark your customer’s behaviors. 

To do so, CX professionals often use software solutions like Google Analytics or Adobe analytics, which track traditional quantitative customer data points.

For example, Analytics software measures conversion, bounce rate, and tracks page visits. These tools will tell you what is happening on your websites and apps.

Step 2 Collect: Make sure you have a survey solution to build high engagement customer surveys.

A survey solution allows you to understand the why behind user behavior. With a survey solution, you can capture customer insights or qualitative data,  that shows how you are performing across all channels and touchpoints. 

Once you’ve onboarded a survey solution, it’s time to move on to step 3, integrating with Salesforce.

Salesforce is great because you can connect feedback data with other customer data, for a holistic view of your customer’s entire experience with your brand. 

With Salesforce you can:

  • Pull in unique customer details to tailor the survey experience for each individual customer, and  

  • Push survey responses to the customer record in Salesforce so feedback is always current, rather than getting stale in a third-party platform.

With your feedback data in Salesforce, it’s always actionable and accessible, as a major CRM like Salesforce is likely where your teams live. 

Let’s move on to Step 4: analyze your data. 

A sound CX tech-stack shows you why your users feel the way they do, so you can take action to improve the customer’s experience. 

Many companies use A/B testing software solutions, which are used to test two different versions or variables to see which performs better, along with your survey solution to collect feedback in real-time and understand the why behind which one is performing better. 

Combining these two is like applying a magnifying glass to specific steps of the customer’s journey. 

For example, you want to see which homepage layout garners the most interest. You run an A/B test and collect feedback on both variations with your survey solution. 

Not only can you see which version performed better, you can understand why.  Lastly, let’s cover Step 5: Take action.

There are two primary strategies to consider in the action phase:

Strategy 1: One-to-one action: follow up & close the loop. 

This can be done with Salesforce’s bi-directional data tunnel, where you are able to communicate directly with customers to solve issues that require immediate attention. 

Strategy 2: One-to-many action: broadcast the customer insights internally to many people and use the feedback to make organizational change.

One-to-many looks like: 

  • Developing a “single source of truth” dashboard for your team that incorporates all of your customer data. 

  • Setting up automatic alerts so that the team is notified via: Slack, Salesforce or a regular email update. 

  • Or, integrating with Zendesk or another ticketing software so feedback is communicated to the right person at the right time. 

In summary, building a robust CX tech stack requires multiple different solutions. For a single source of truth, Salesforce is the best choice. 

For a complete overview on how to integrate your survey solution with Salesforce, check out the free guide I’ve added to the description section below. 

Also, if there’s a topic that you’d like us to cover -- tell us in the comments section! 

And make sure to subscribe now to see more videos that simplify CX. 

Until next time! 

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