Analysing CX – Best Practices
How to track your CX
It’s official; customer experience is now more important to your brand than virtually anything else that you can do. It’s more valuable to your company than mobile marketing, according to an Econsultancy report.
Brands are rapidly seeing the value of customer experience. The key to capturing and retaining customers in this highly competitive environment is delivering meaningful moments with every interaction. However, these outstanding customer experiences don’t happen by accident. They require businesses to get to know their customers and create personalised communications.
So far, there’s a disconnect between the experience that customers get and the situations that brands think they’re creating. 80% of companies believe they are giving a superior experience, compared to 8% of clients feeling the same way. With the right CX strategy and a reliable way to gain insights from every customer conversation you have, it’s possible to transform the way that you connect with your clients on every level.
The Value of Customer Experience Analysis
Customer experience analysis is how you measure whether your efforts to delight your customers are hitting their targets. For instance, you might track the sentiment that your AI records in your IVR system when people call through to your contact centre. Or you could measure the reviews that people leave on your website after talking to a team member over instant chat.
Brand success is built across a lifetime of interactions with customers, and those connections are happening on a wider range of platforms than ever before. The only way for businesses to ensure that they’re embracing the right channels and strategies to reach their audience is with customer experience analysis. Remember, 71% of US customers say that they would switch brands after having a bad experience.
Now that customers have thousands of choices to consider, businesses need to make sure that they’re maintaining better relationships with their clients in every environment.
How to Analyse Customer Experience
Analysing customer experience is all about finding out what matters to your customers and working out whether you have what it takes to deliver what your clients are asking for. Brands who understand their audience members and can place themselves into the shoes of their customers, are the ones that regularly come out on top. To make the most of your CX analysis:
1. Identify your ideal customers
Start by knowing who you’re trying to connect with. Gather information from your contact centre, your customer relationship management tools and anything else that’s relevant. The key to success is figuring out who you’re interacting with, and what kind of customers keep coming back for more interactions with your brand.
If you’re not 100% sure who your customers are, don’t panic. You can find them by launching a survey for your website visitors or sending messages out over SMS. Ask your people:
- What matters most to them in an interaction, convenience, speed, or customisation?
- Are all their preferred touchpoints covered? Chat, voice, video, email?
- What do they usually need when they contact customer service?
- What bothers them most about your existing service strategy?
You can collect customer insights through things like Net Promoter Score surveys, Customer satisfaction (CSAT) questions, and Customer Effort Scores (CES).
2. Implement analysis at every touchpoint
These days, there are countless different ways to connect with your customers. People don’t just call your contact centre when they have a problem anymore. They also reach out through chatbots on your website, request help over instant messenger, and even set up video calls. You need to make sure that you’re collecting information from every touchpoint you have with your target audience.
Once you make sure that you have an analysis system in place for all of your consumer touchpoints, ensure that you can align and combine the information that you’re collecting. A Unified Communication strategy that combines all of your platforms will help to avoid data silos that could lead to inaccurate insights.
Find vendors that allow you to connect your data streams for a more cohesive overview of your complete customer experience stack.
3. Keep security and privacy in mind
Just because data is everywhere today, doesn’t mean that you’re free to collect it without having the right strategy in place. You’ll need to ensure that you’re keeping the information that you gather secure. Figure out where your information goes when its stored on the cloud, and make sure that you have a plan for how you can find and remove that data if necessary.
By this point, you should have a strong GDPR campaign in place to help you figure out exactly what you need to do with your data. Whether you’re recording conversations for future training sessions, collecting customer sentiment through natural language processing, or using other strategies, make sure that you know the full journey your data takes in your tech stack.
Analysing Customer Data
In a world where experience is king, data is your key to the throne.
Using the three best practice above, you’ll be able to evaluate sufficient data, and use it to find actionable steps to more meaningful moments between you and your customers.
How are you taking advantage of the data revolution today? Let us know in the comment section below, and stay tuned for more tips on data analysis and customer experience.