August 24, 2016 | Chris Joyce

You have two ears and one mouth for a reason


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In my decade of experience here at ForeSee, I’m fortunate enough to have had dialogue with some of the world’s leading brands. And I’ve worked with some of the greatest people on Earth. One of them taught me that you have two ears and one mouth for a reason: you should listen twice as much as you talk.

I’ve listened to my colleagues and clients — amazing analytics thinkers — and I hear some consistent and persistent themes over time. Clients often tell me that behavioral analytics, like Adobe Analytics or Google Analytics, alone can tell the whole story about their customers — allowing them to assess and improve the customer experience. Behavioral analytics do a great job of telling you what someone has done, but leveraging behavioral data alone is like driving a car while only looking in the rearview mirror. You can do it, maybe even with some success, but I wouldn’t recommend it.

How attitudinal and observational data come to the rescue.

How attitudinal and observational data come to the rescue.

What you need are metrics to complement the behavioral analytics, metrics that can help shape decision-making to drive the business forward. Allow me to explain…

Attitudinal data is often collected through surveys and unstructured data and is designed to measure how a consumer “feels” about something. Measured the right way, it will predict future behaviors. Or going back to the aforementioned analogy, combining the two datasets — behavioral and attitudinal — will let you focus on driving your business like you drive your car: wide-eyed and looking through the front windshield.

I’ve seen the customer experience (CX) analytics industry grow up. We now live in an “and” world, not an “or” world. Years ago, one or two technologies might get you by. But things are so competitive now, customers rightly demand so much, the expectation is great CX everywhere. It is a fact of life for analytics pros to have behavioral and attitudinal and other observational technologies like session replay tools.

Combining these data sets will tell you not only what someone did, but who they are, how they feel, what they will do next, and what you can do improve the likelihood that they will continue to execute upon desirable business outcomes. You’re starting to see the whole picture. Pairing behavioral and attitudinal analytics with the ability to watch what a consumer actually does on a website or mobile site/app helps us get to the apex of insights — to see it how they see it — to see a customer experience exactly how a customer experiences it. When you put it all together, it looks like this:

CX Analytics ecosystem

Let’s use a plausible, non-digital example that illustrates my point. Say you’re the owner of an ice cream shop. How many customers would need to come up to the counter to tell you that there was ice cream melting on the ground before you took action? Would you need a bunch of customers to tell you this before you reacted? Probably not. One is enough. By having an always-on, always-listening forum for feedback, you’re covered. This is where ForeSee Feedback helps in the digital realm. One customer can give you guidance on “find and fix” or “find and validate” issues.

But what if you had larger business questions related to your delectable ice cream shop? Some of those questions may include understanding if you had the right ice cream/cone assortment, the right pricing strategy, and the right store layout. Or, even though someone might have bought a cone, will they come back to purchase again and/or recommend your ice cream shop to their family and friends? Will they follow your shop on social channels? What can I do to get them to buy the double scoop next time?

For these type of business questions, ForeSee Measurement excels. This is where you need credible, reliable, accurate, actionable, predictive, and precise data to answer three questions:

  1. How am I doing?
  2. What do I need to do?
  3. Why should I do it?

Can you see how these types of listening approaches — feedback & measurement — and how observational techniques like replay allow businesses to see the customer experiences exactly as the customer sees it? These techniques complement and extend the benefits of one another, as opposed to replacing each other.

The point here is, one size does not fit all. You need a suite of solutions in place that allows your organization to listen and react the right way. I love listening to our clients and look forward to your comments about this below.

To learn more about how you can understand your customers from their perspective, and at every interaction point along their omnichannel journey, check out our Multichannel CX Analytics page here or contact ForeSee today.


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