4 Ways Data Analytics Transforms the CX
Today’s business environment is constantly evolving, but the consumer’s expectations are as focused as ever on the fundamentals of genuine, personalized, effortless and effective service. By leveraging insights that your customers provide on a daily basis, you can ensure that your business’s means of approaching the Customer Experience (CX) remain agile.
Businesses currently utilize four avenues—surveys, speech-to-text transcription, end-to-end interaction metrics, and Quality Monitoring (QM)—to achieve CX best practices. With Advanced Data Analytics (ADA), you can bolster your existing CX model and drive deeper insights from programs already in motion. The data is out there, and you’re already gathering it—the trick is leveraging effectively for powerful CX waves.
Below are 4 key areas where ADA can transform your CX:
- Surveys—Surveys are invaluable to your understanding of the CX; however, survey-generated insights are often fragmented. Because most feedback comes from customers who are either eager to leave a glowing review or desperate to vent frustration, overly-impassioned comments are amplified and feedback from the majority of your customers is missed. While survey-generated feedback can (and should) be leveraged to drive improvements, it is only a fraction of your true CX. We’ve all heard that “actions speak louder than words”—in CX terms, this translates to “what the customer does is more powerful than what she says.” Consider your experience: once you’ve cooled down after a frustrating call, you might be reluctant to unleash your feedback in a survey, and intense aggravation is downgraded to a muted “dissatisfied.” Applying ADA to your CX analysis reaches beyond words and leverages customer actions.
- Speech-to-text transcription—Despite the multitude of indirect channels available for business-customer interaction, most people still opt for the classic phone call because companies struggle to make alternative avenues easy and effective. Every call your business receives is packed with information about your customers’ experiences and expectations, and this data trove becomes quantifiable, searchable, and sortable when transcribed. A combination of sentiment score, emotionality application, phoneme analysis, and cultural context layers humanity back into the text to create the truest-to-life possible rendering and provide you with insights straight from the mouths of consumers.
- End-to-end interaction metrics—While ease of interaction is the primary driver of customer loyalty, it’s almost impossible to quantify. ADA remedies this CX “blind spot” by enabling an end-to-end understanding of CX data over a customer’s entire lifecycle. Instead of reading that Customer X experienced “high effort” but not knowing why, you’ll receive a direct sightline into his rationale— maybe he first chatted with an agent, then sent a follow-up email, made two phone calls and finally reached resolution three days later. With the end-to-end interaction metrics ADA provides, your business can address the customer’s root cause of frustration instead of attempting to remedy the dreaded “high effort.”
- Quality Monitoring (QM)—Most of today’s QM centers monitor a fixed amount of randomly-selected agent calls per month. While this method is certainly objective and valuable, there is much more insight to be obtained. Because ADA utilizes big-data analytics to identify your business’s primary pain points, it elevates QM from a generalized overview to a purposeful deep-dive into your business’s most formidable challenges.
ADA in Action:
Consider the following scenario and the ways in which ADA can be implemented to improve this customer’s experience:
A customer visits your website but can’t find what they are looking for. They turn to online chat, but the chat agent can provide only partial information. This prompts the customer to make a phone call. The customer expresses frustration regarding overall effort, but the call agent is ultimately able to fully resolve the customer’s inquiry. The customer is asked to take a post-call survey, but declines.
As soon as your customer opts out of the survey, you lose access to valuable behind-the-scenes data. Even basic information like the total number of channels accessed (in this case, three) is unavailable. However, leveraging ADA across all channels—data tagging on the website, text transcription for the chat experience, and speech-to-text transcription of the call—provides actionable insights by answering the following questions:
- How can your website be enhanced so that the customer’s inquiry is fully resolved in the first interaction?
- How should your chat agents be trained to best equip them to fully resolve customer inquiries?
- What information did the phone agent provide to resolve the issue, and how can your business make that information easily accessible?
Utilizing ADA is the most powerful—and versatile—way to identify, prioritize, and measure the effectiveness of your CX strategy. Through integrating ADA into your current practices, you can drive radical improvements in your customer data collection and foster problem-solving techniques starting with the roots of the problems themselves.