How To Apply Data and Insights from Customer Interactions to Enhance the Overall CX

Organizations have a lot of data gathered from various consumer analytics sources. Yet, often the kind of data that is needed to better analyse customer behaviour is overlooked. Read on to know what data will help you to analyse customer interactions in new, better ways, and how it can be used to enhance the overall CX.

Use Qualitative Data

Qualitative data is important to analyse customer behaviour. This can be obtained from:

  • Customer surveys
  • Interviewing customers
  • Ethnographic studies
  • Crowdsourced data (from your apps, CRMs etc.)

This will give you a more holistic picture of your customer base. For example:

  • Their routines
  • The social norms they follow and their values
  • Their personality traits
  • What they want from your brand

Using this information, together with the quantitative data, will help you to devise a more effective CX strategy.

Use Data from a Centralized Database

Many organizations have devised ways to collect data and analyse them. However, the data is not organized. This is because the teams usually use only the data that they have collected. Since all collected data is connected, the lack of integration of data results in generating only a partial picture of the customer experience. Hence, to chalk out an effective CX strategy, you need to use data that is collected by all teams. For this, you can upload all the data that is collected into a centralized database.

Know the Key Metrics

Often marketers concentrate on KPIs that are the easiest to analyse and measure instead of focussing on that which will impact customer experience the most. For example, often the focus is on the conversion rate. While this might be valuable data to generate a large customer base, it doesn’t give a clear picture on the level of customer loyalty. So as to analyse customer satisfaction, you need to focus on parameters like Net Promoter Score or Customer Satisfaction Index. These will help you find out a customer’s emotions towards your organization, thus helping you to devise a more CX.

Pay Attention to Details

When a lot of data is available, paying attention to the smaller details helps. For example:

  • If you are sending customers emails and texts you should analyse the click-through rates. This will reveal if the way that you are reaching out to your customers is working or not
  • Using geolocation data will help you to target your customers better. Once you know where your major customer base is, you can decide on how to improve your in-store experience in those areas
  • If you find that customers are complaining about a long hold time or about the tone of the agents when they call customer service, you can take action on these parameters. You can devise customer call back options or have an intelligent Interactive Voice Response (IVR) system, and train your agents on their soft skills better so that they come across as more polite and helpful.

Use Real-Time Customer Feedback

When you send an email or a text, with questions about your product, the customer has time to think and then frame the answers. However, when you ask them questions on the spot, they will give you responses that are on top of their mind. This will help you to know exactly what they feel about your brand and about your product. Hence, capturing feedback from customers in real-time is important to know whether you managed to deliver a great experience to them or not. For this you can use live chat tools like making outbound calls or even hold events where you can have in-person chat and interview sessions with them.  

Take Feedback from Employees

There are teams in your organization that interact with customers on a regular basis. You should reach out to them and ask them about the customers who they interact with and find out which marketing processes are working in your favour and which need improvement. If the size of your organization is a big one then you can use various social media tools to  create a private environment where feedback can be left. Only taking the feedback, however, is not enough. If you want to enhance the CX, you should also act on the feedback.

Monitor Brand Mentions

Customers will talk about brands in different mediums. You should monitor all these brand-mentions as these will give you an insight into what is working with your customers and what the weaknesses of your product are. When you work on the issues, you will be able to build on your organization’s reputation.

Once you have collected the data that will help you to analyse customer satisfaction levels better, like what they are buying, geography-wise preferences, the changing trends in their buying pattern, you should capitalize on it to devise a marketing strategy that will enhance the customer experience. For example you can take decisions on:

  • Advertising and the kind of engagement on social media
  • Product pricing
  • New product launch
  • Better infrastructure
  • Launch of more real-time devices for better customer service

Customers are what will help your organization to reach its zenith. This depends on the revenue that each gives to you and the spans of time that they spend being loyal to your company. Hence, you must use the data that you generate via customer interactions better so that the overall CX is enhanced to its fullest potential.

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