CX Intelligence14 Oct 2019 · 4 min read

CX Data: How to Identify Useful Insights

Businesses of all sizes are beginning to realise that the secret sauce for success isn't so secret after all. While you still need a combination of innovativ...

Rebekah Brace

Businesses of all sizes are beginning to realise that the secret sauce for success isn't so secret after all. While you still need a combination of innovative products, great prices, and unique offerings to excel in the modern marketplace, none of those things will make a difference unless you have an amazing customer experience to offer too.

Customer experience is the number one differentiating factor for any modern business. It makes or breaks your chances of earning profits from loyal repeat customers. So, how do you make sure that you're providing the kind of experience that impacts your bottom line? Easy, all you need is the right data analytics strategy.

Making the Most of Customer Experience Analytics

CX data analytics gives you an overview into what's going on behind every customer conversation. These days, there are tools available to help you collect meaningful data from every instant message, call recording, and email you interact with. However, not all of the data you can access will be useful to you and your team.

Effective data analytics isn't just about collecting as much information as you can get your hands on. You need to make sure that you're separating the right data, from the wrong insights too. So, how can you improve your chances of uncovering something truly important?

Step 1: Focus on One Goal at a time

Before you begin investing in software and solutions to support your data analytics strategy, ask yourself what you need to learn. For instance, you might want to find out how long it takes for your customers to get through to an agent in your contact centre, and how satisfied they feel by the time they've finished their conversation. If that's the case, you'll need a way to track customer sentiment and measure call duration for every customer.

While it might be nice to know what people are doing on your website, and how often they interact with your chatbots, that's not what you're focusing on right now. Make sure that you're collecting data that are relevant to your current needs. Focusing on one goal at a time will help to stop you from getting overwhelmed by the amount of data you're collecting.

Step 2: Be Aware of your Limitations

At the same time, be aware of your limitations. How much information can you realistically collect from customers at each touchpoint before you face problems with things like:

Privacy and compliance: Remember, with rules like GDPR in place, you'll need to make sure that you're collecting only the data that you need most
Bandwidth: How much data can you reasonably store at any given time?
Available tools: How much are you willing to invest in things like artificial intelligence and machine learning solutions that allow you to learn from your data?

Step 3: Make Sure You're Looking at the Whole Picture

Although the customer journey is becoming increasingly complex and omni-channel in nature, there are still a lot of companies out there that have contact centres functioning in silos. These environments might generate plenty of data, but they're dealing with different streams of information from their instant chats with customers, their voice calls, and other platforms too.

If you want to make sure that you're taking advantage of useful CX data, then you'll need to ensure that you're getting a complete view of the whole picture. That means integrating your analytics and data management strategy across every touchpoint. Having all of your customer touchpoints connected to the same platform will help you to see a better view of the complete customer journey. This means that you're less likely to make mistakes when trying to slot information together.

Step 4: Focus on Data That You Can Act On

Another essential way to make sure that you're collecting the right data is to focus on insights that you can act on. For instance, collecting information about customer sentiment might be great, but only if your team knows how to use those insights to make a real difference to the customer experience.

This might mean training your team members on how to use new AI virtual assistants that deliver suggestions on how to manage a call based on sentiment analysis. Ask yourself how you're going to implement the information you collect into meaningful changes for your customer experience strategy. If you're not sure what you're going to do with your data when you've got it, then there's no point collecting that information in the first place.

Don't make the mistake of drowning in useless data. Figure out precisely what kind of information you need before you start your analysis.

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