InMoment pitches for improvement with latest CX platform

Too many brands are managing customer experiences rather than implementing systematic approaches that move the needle on how these experiences are delivered, InMoment's global CEO says.

The vendor has just launched Experience Intelligence (XI), a new platform aimed at helping transition brands from managing customer experiences to improving them. The latest release brings together a collection of software and services designed around the concept of owning and improving the key moments in customer and employee journeys. InMoment is launching new solutions including XI Workflow for complex data management, XI Moments for curation, display and alerts of key experience moments, XI Digital Transformation, and XI Field Reporting.

In addition to the XI platform, the customer technology vendor has joined forces with global customer experience firm, MaritzCX, and recently secured research and development investment funding to help brands through their experience improvement transformations.

InMoment has also announced new strategic service and consulting solutions for experience improvement, including XI Transformation, XI Journey Mapping and Moment Analysis, XI Predict, XI Outcome Linkage, and expanded benchmarking, competitive, market and brand experience solutions.

InMoment Global CEO, Andrew Joiner, explained to CMO the company wants to challenge the industry standard on managing experiences with a new focus on improving experiences.

“Managing experiences doesn’t make them better. Today’s experience management and measurement methodologies are not helping companies move the needle on either improved experiences or real business outcomes,” he said. 

“Measurement is informative in and of itself because it tells you where you are compared to where you have been, but unless there is a systematic approach and a passion for taking action, no true improvement can be achieved."

The InMoment chief explained continuous listening and continuous action is needed and can help guide business decisions while also delighting customers and employees. “Brands that focus on experience improvement can and will attain meaningful change and transformational success for themselves and their customers.”

According to Joiner, InMoment has noted most companies are in a perpetual state of reaction, replying to complaints instead of taking action to reduce them, or responding to preferences instead of anticipating them.

While the transition to experience improvement was in train before the coronavirus pandemic hit, Joiner said the crisis has accelerated the need for brands to be sure they are listening to customers and taking action.

“The pandemic has illustrated that customer and employee engagement strategies should be incorporated into daily business processes,” he said.

“Customer and employee experiences have dramatically evolved across all industries and improving will be critical for businesses as we move into economic recovery and the new normal.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia