By now it should be obvious how important customer experience is throughout all aspects of doing business – especially regarding customer service and related digital channels. Understanding your customer’s experience will help improve how your customers interact with your company and ultimately promote brand loyalty, customer retention and engagement. Before you begin planning and strategizing about customer experience improvements, you need the right data and metrics to help you establish goals and initiatives as well as set benchmarks to see what kind of impact these goals and initiatives have on your customers. This is when we dive into our customer experience analytics.
What are Customer Experience Analytics?
A basic definition of customer experience analytics is: The discovery, collection and analysis of customer data to help you make informed, intelligent decisions through actionable insights. The data we get from customer experience analytics allows us to analyze our efforts and strategies to see what is working well and what isn’t. It also can help us discover obstacles or roadblocks our customers are currently experiencing which we may or may not be aware of. Since customer experience analytics can include a large variety of data and metrics, finding the right metrics to track and analyze is extremely important. These should closely align with the goals of both the customer service center and the overall company.
Some great examples of metrics to track and analyze are:
- Customer effort score
- Customer satisfaction score
- Net promoter score
- Brand loyalty
- Return purchases
- Customer churn
Understanding CX analytics will gives us the ability to get more personal and intimate with customers, leading to efficient and proactive interactions with them.
Finding the Right CX Tool(s)
Now that we understand what customer experience analytics are and why they’re important, how do we get them? Well, in order to get CX analytics and data, we need the right tool.
This tool should provide our team with useful data and abilities such as:
- Real-time reporting across multiple channels of business
- Predictive analysis and data capabilities
- Seamless transitions across various methods of contact
- A consistent personalized experience
- Insights into a customer’s journey and behavior
- Constantly updated real-time data available to team members across every channel of business.
- Create, manage and report on historical data
The Benefits of Customer Experience Analytics
As you’ve probably gathered so far, there are some great benefits to operations when utilizing customer experience analytics. First off, they provide customer service centers the data they need to connect the dots and map out customer journeys using valuable insights and data instead of assumptions. CX analytics help to promote holistic, non-siloed environments which creates a more uniform, consistent and efficient customer experience. The data allows for the discovery of obstacles in the current customer journey, giving users the chance to minimize or eliminate them. Reporting of the customer experience metrics gives insights into what’s working well and what isn’t so CX strategies and resources can be optimized accordingly. Overall, reps can better understand their customers and proactively interact with them according to their needs and where they’re at in their journey.
Utilizing customer experience analytics can certainly help both companies and contact centers advance to new levels and exceed their former expectations. A customer’s experience is vitally important to growth, but without the analytical data and insights to make informed decisions and strategies, it can prove to be very difficult to improve and progress.
We’d love to talk to you more about how our cutting edge technology can help improve your customer experience. Give us a call today and speak with one of our team members for more information.