Every business must make creating a superior customer experience (CX) central to its business model if it is to ensure the design of its intelligence is applied to its most valuable task – keeping it in business
In helping customers reduce risk and save money, consumer advice and shopping comparison engines – such as choice.com.au, finder.com.au, comparethemarket.com.au, au.trustpilot.com and canstar.com.au – typically attempt to apply expert knowledge and systems to help customers find the best product choice and price.
Cloud Citizen, however, aims to play at the other end of that field.
In this increasingly connected world, it both aims to show dissatisfied consumers how to share and promote their negative buying experiences and complaints, such that others can benefit, and, in so doing, drive the future’s new customers away from Australia’s worst businesses.
Conversely, it aims to help companies wanting to take advantage of those rivals’ deficiencies to design their collective intelligence (CI) more deliberately around their relationships with their customers, with the explicit purpose of delivering a reliably superior customer experience.
By understanding the on-ramp to collective intelligence for CX, smart businesses can learn how not to become one of those most despised entities – based on our own experience, we have in mind the Sydney property developer, Milligan Group, telcos Telstra and Optus, and myriad financial services organisations, including American Express and Medibank.
And, through your CX reporting endeavours, you can learn to increase the focus, reach and durability of your organisation’s intelligence.
Investors will care, and via CX reporting, they will expect you to report to them on what they most need to know about the health of your business, as suggested by the CX reporting universe in the diagram above.