Start with web measurement, but don’t stop there
When I started working in customer experience (CX) more than a decade ago (the dark ages — before it was even called CX!) almost nobody was measuring the customer experience on their website. Now almost everyone is, but too many brands stop there.
Forward-looking companies know they have to get customer service right, meaning they need to measure the customer experience and translate the data into valuable insights. Good customer experiences are a proven indicator that a business will see benefits when it comes to revenue, retention, loyalty, advocacy, and market share.
A highly satisfied visitor is 54 percent more likely to make a purchase online, 57 percent more likely to recommend the company, and 52 percent more likely to return, according to the ForeSee Experience Index 2015. And a good customer experience correlates with consumers’ willingness to repurchase, reluctance to switch, and likelihood to recommend firms — and can be worth up to $1 billion, according to Forrester.
Your company is likely already measuring your website with behavioral (clickstream) and attitudinal (CX) metrics. After all, web data is the easiest to collect. And, it can feel more manageable to affect change on the website because so many of the changes are so simple once you know how to prioritize them.
But just looking at website measurement only gives part of the full picture. To get the best results out of your CX strategy, you should be going beyond web to track other digital channels.
To optimize digital CX, consider the following:
- Extend from web to mobile. Mobile now represents 65 percent of all digital usage, according to a 2016 comScore report. If you’re not already looking beyond your desktop web experience, you need to measure and analyze across the complete digital customer experience, including web, smartphones, tablets, and within apps.
- Integrate clickstream and behavioral data sources. Once data is integrated, each informs the other, and your insights can take advantage of all data sources while separating the wheat from the chaff.
- Integrate a feedback tool. An opt-in feedback tool can help you get ahead of issues before they escalate or source insights about why your brand, product, or services delight customers.
- Measure discrete experiences across the digital journey. You’re likely already measuring the digital “browse” experience. Next, look at other digital experiences that can be isolated, measured, and optimized, such as before- and after-purchase, post-visit, cart or checkout abandon, buy online and pick up in store (BOPIS), or authenticated environments.
- Use visualization or real-time tools. Visualization tools and session replays help you accurately pinpoint where your visitors are struggling and efficiently resolve issues that are negatively impacting the customer experience. An opt-in feedback tool helps you get ahead of issues before they escalate with real-time customer voices.
- Connect digital CX to ROI. Now, armed with a full view into the digital customer experience, tie your data, insights, and CX improvements directly back to business results. To champion CX across the customer journey and across the organization, you need to prove its bottom-line impact.
CX is too important to leave to chance or to have huge gaps in your view of the customer. Measuring the desktop web customer experience is a great place to start, but we can’t stop there — we must evolve with our customers in order for them to stay our customers.