The field of modern Customer Experience, CX, is built upon good analysis. By combining insights from text and voice; customer journeys; CX drivers; and financial KPIs, your company will inevitably be in a better position for improving customer satisfaction, and last-row results.
What drives churn? How to improve conversion to, for example, the 2nd buy? These are typical questions for any organization. A few years back, estimating customer satisfaction by sending out numerous forms was considered as doing “enough”. Today, it’s not. Customers are generally fed-up with answering long survey forms. Also, feedback is given in several channels (for example, do you really know what is said in the customer service calls?) and in different formats.
To make best use of customer feedback, companies must accordingly use modern best practices – and listen to signals in any channel. Think of it like this: Is a churn model based solely on data such as buy history and possibly opting in and out of newsletters, the best possible model? Or should data also be included that describes customer effort, goal attainment, and perceived willingness to help and understanding of the customers’ problems?
Text and voice (conversational) analytics helps us understand the real voice of customers (no phun intended!). Journey analytics makes sure the bucks are spent where the intended effect is the best. Driver analytics, based on data from any channel, is crucial in understanding the real effects of signals, factors, and touchpoints. The cherry on top is connecting everything above to financial KPIs in a company-specific CX metrics framework. Altogether, these are parts of a CX platform – where the software itself is only one part – where the dots are connected, and from which insights are generated.
Eager to learn more? We are most happy to explain more in detail! Feedback lab is an expert in CX and analytics, and we can help you collect the signals, and connect the dots.
Contact us for a chat, or an in-depth discussion on any CX related matter or continue to read more about the services we offer!