November 11, 2020 | Shannon Latta

You Can’t Improve CX Without Understanding Experience Quality


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A new framework for CX executives consolidates and visualizes experience data to drive fast, smart CX decisions

You likely follow a CX metric like customer satisfaction (CSAT) or NPS®. Every organization does—they are critical indicators of customer experience. But like most CX leaders, you lack certainty about where and how to prioritize improvements—from tactical hot fixes to operational changes or strategic investments.

And it’s not going to get easier. More data than ever is coming in. Journeys are changing and channels are expanding. CX executives tell us they’re spending far too many hours cobbling together experience data from multiple channels and siloed departments to inform decision making. And throwing more money or analysts at the problem isn’t a solution—it’s what decision makers do when they don’t know what else to do.

What’s needed is a standardized approach to data integration, analysis, and visualization. That approach must allow senior executives to practically use large volumes of data to actively improve the quality of customer interactions. This framework needs to include all the inputs from all your channels—behavioral, attitudinal, and inferred, from your physical shop to your sites and apps and all of your contact center engagements. The missing element isn’t one thing, it’s seeing everything. It’s on-the-ground-level data with the structure and clarity to drive both operational- and strategic-level decisions across departments.

Experience Quality: More than a Metric

Our own research shows that customers who report having a great experience have an 84% higher “likely to recommend the brand” score, a 79% higher “likely to recommend the site” score, and a 70% higher “likely to return to the site” score.

In a single number, CSAT and NPS provide a view of how customers judge the quality of their interactions with your organization and help leadership set goals that can be a rallying point for teams and the entire business. But how businesses have gone about understanding the scores and reaching goals has varied widely, and most don’t prove reliable over time for driving real action or change. What’s missing is an ability to see and understand your experience quality.

What if you could:

  • Use AI and ML to automate CX analysis and isolate and improve experience quality
  • Increase self-service while maintaining personalized service where it’s needed most
  • Improve trust in your organization-wide KPIs in order to keep teams focused and motivated
  • Use CX data to develop new products or pinpoint enhancements  
  • Assign tasks at every business level to improve interaction quality where and when it’s needed

With data compiled in an easy-to-digest dashboard, clearly pointing out where your team needs to spend its time and resources, it’s possible to measure and identify experience quality issues as they happen across the journey.  

A credit union’s Chief Customer Officer uses automated analysis to know the difference between an anomaly and a system-wide issue. Simultaneous mapping of thousands of customer-journey paths allows for differentiating individual roadblocks or localized errors from deep or systemic problems on a website or app.

The Chief Executive Officer of a large retailer spots an emerging CX trend in a sea of data, before competitors do. Artificial intelligence reduces weeks of observation down to hours, highlighting in-the-moment changes to customer preferences, channel surges, product interest, or other issues.

A telecom VP of Marketing allocates resources to a digital CX team knowing the decision is backed up by predictive analysis. Business-wide case management tools and digital behavior analytics provide pinpoint recommendations about which products or services require team attention, and automated alerts improve reaction time and coordination.

Experience Quality Unlocks the CX Equation

Experience quality already exists in all of your CX data sets—knowing it and operationalizing it only requires integrating your data through the right framework. Visualizing in an easy-to-digest dashboard then makes it simple for decision makers to use the findings to break down internal silos, unlock the full value of your CX investments, and access and act on real-time and deep customer insights.

Reach out to learn more about our Experience Management capabilities across all industries:

About the Author

Shannon Latta is vice president of marketing and communications for Verint ForeSee, responsible for brand and positioning, content strategy, product marketing, corporate communications, and marketing results.

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