The ForeSee Blog:
The Art & Science of
Measuring Customer Experience

All Picture, No Sound

Playing the guessing game when it comes to customer experiences can often lead to wrong answers or misleading information. However, that doesn’t stop people from doing it. The company leaders I talk to do it every day because they continue to analyze customer experiences using behavioral data alone.

Measuring behavior alone is like watching TV on MUTE -it’s all picture and no sound. You can see the action, you can see the actors moving around, lips moving and arms flailing (if the show’s really good) but you can’t understand what’s going on, what the characters’ motives are, what’s happening now or what will happen next.    With so much missing, can behavioral data tell the story of the customer experience?

mute buttonSilent films had their place in history and, while they still hold a certain amount of charm, those days are long gone. So, instead of watching your customers on mute, give them volume by providing them the opportunity to speak to you.  Using a scientific and proven methodology to understand what drives your customers’ visits to your websites, mobile sites and apps, and their overall satisfaction with the experience is the first step (and maybe the most important).

This is paramount in the mobile sphere. Mobile has grown so fast that some are already resting on their laurels when thinking about what to build for customers and potential customers. Really? We can do so much more. In many ways, I think that our mobile experiences should perform much, much better than our web experiences – since we were given this fresh slate to develop on. But they perform around the same.

How can you drive innovation in your mobile experiences? Stop guessing, start actively listening, turn off mute and…pump up the volume.

Categories: Analytics Mobile

About the Author

As Vice President of Marketing, Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. He is a frequent speaker on customer experience analytics, and marketing best practices. Eric is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

Read more posts by Eric Feinberg

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