Creating New Data-Driven Customer Experiences

Graham Ericksen, Partner and Chief Strategy Officer

Graham Ericksen

Partner | Chief Strategy Officer

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If there’s one thing that you should make a priority in today’s business world, it’s CX (customer experience). Your customers have more options than ever and, in many cases, your product may be similar in quality or effectiveness when compared to your competitors’ products.

In order to stand apart, CX is generally the driving factor of success, especially if you are a small business trying to compete against larger competitors. Here are some approaches you can take to understand what your customers are looking for:

VOC (Voice of Customer): We all know the importance of listening to customer feedback, but this is a methodology designed to take a data-based approach to do just that. What this entails is collecting, collating, and organizing every piece of feedback given about your brand or product. This can range from reviews to communications to social media feedback. With this insight organized clearly, you can use the data to see how your brand expectations are performing next to reality. This is generally accomplished through VOC algorithms that determine certain patterns.

Website Heatmaps: Now more than ever, the quality of your website is going to be a pillar of your overall CX. However, how can you determine exactly how effective your website is? In the past, many marketers would have to approximate based on conversion figures, but now, heatmaps give us even more accurate data. By installing these programs, you can actually see which parts of your website get the most clicks and use. For example, if one of your CTA buttons wasn’t performing well due to bad placement, a lack of heatmap clicks would show it. You can also combine this with metrics like bounce rate and time spent on a given page to provide deeper insights.

Sales Analysis: Of course, this doesn’t mean you should ignore those conversion figures completely. Sales/financial data is the easiest way to determine what exactly your customers are responding to with their money. This also gives you the ability to shake up your CX to create a better fit for your customers. For example, if one part of your product suite is outperforming the others, you may want to change your website organization to make those high-performing offerings more prominent and easily accessible.

Troubleshooting: Remember that customer feedback we mentioned before? Let’s give an example of how it can help in action. If your customer feedback showcases a lot of problems with a particular issue, you can have your chatbot/professional scripts account for this particular issue with a planned response. As an alternative, you can collect feedback on the quality of your support itself. By focusing on trends rather than single responses, you’ll be more likely to provide better service.

Implementing data into your CX is a guaranteed recipe for long-term success. However, you need to have the mechanisms to extract insights from your data in the first place. Not every company has that luxury. This is why it’s important to work with a third-party for analytics, like Modus. Have all the useful information you need to take your business CX to the next level.

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