Using Next Generation CEM to identify and engage your “superpromoters”

The Telecom CEM World Congress in Berlin this week brought together leading operators, solution providers, consultants and thought leaders to discuss the emerging practices and ideas in the blossoming Customer Experience Management space. In this blog, I consider what I consider to be the most interesting contribution over the course of the two-day event. Nils Schmeling of N3Wstrategy gave an excellent consideration of “superpromoters” – those customers who give very high scores in direct surveys but are also enthusiastic, vocal and, importantly, influential in their support for a brand.


A valid question from the audience was “how do you go about identifying your super promoters?” Without a cohesive cross-channel Voice of the Customer platform, it’s some task. The question brought me back to holistic Voice of Customer and what next generation Customer Experience Management might look like. The integrated NICE Fizzback offering gives our clients the opportunity to listen & engage all channels in real-time. Identifying your promoters is easy – what I see converging in the months and years ahead is a movement from multi-channel to cross-channel; from bucketed channel & touchpoint insight to a holistic cross-channel view.

How? By virtue of the fact that no longer will that individual who scored 9 or 10 in an NPS survey question be dis-joined from his enthusiastic brand tweet three months later. Being able to marry those interactions is of untold value to an organisation. Listening and engaging across all channels will allow our clients to tune in to their customers increasingly complex interaction journeys with the brand – identifying “superpromoters”, “superdetractors” and everything in between.

Google’s excellent recent e-book “ZMOT: Winning the Zero Moment of Truth” featured a quote from Rishad Tobaccowala, “Today you are not behind your competition. You are not behind the technology. You are behind your consumer”

There is real harmony between this quote and the concept of Next Generation CEM. With increasingly complex customer journeys across new digital channels – and an upcoming generation of “digital natives” who have known nothing outside of the connected, touch-screen world, the race is on for companies to tune into these journeys and get involved in conversations with their customers when it matters to them.

Andrew Robson

For more info on NICE Fizzback please visit www.nice.com/fizzback