Choose the Right Customer Experience Data to Make a Difference

By: Shorit Ghosh

March 21, 2017

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Big data can be overwhelming. It’s just…well, big. And while customer experience management (CEM) activities should be data-driven, it is hard to figure out which data to use. What will make the most impact as you expand your CEM program? Every industry, and every company, will have different types of data to look at. What is the right customer experience data to measure? Follow these guidelines to get started:

Focus on sources not analyzed by other groups.
It is tempting to start with surveys since they are the most traditional source of feedback. However, surveys, especially relationship surveys, are usually being looked at and measured closely by other groups. If you bring in these sources, ensure the insights you bring to the table will complement, not duplicate, existing analyses. Mining open end text analysis to understand the “why” behind the “what” is a good way to achieve this.

Focus on high volume sources to demonstrate ROI.
To demonstrate quantifiable value and ROI from your CEM program, it is important that your insights can translate into large cost savings or revenue increases. And at the same time, they should improve customer satisfaction. So pick high volume sources like Contact Center recordings (Speech to Text). Analyze and translate them into business process improvements that can quickly show real dollar savings. It is harder to prove this ROI with lower-volume sources that need to be normalized or extrapolated to quantify impact across your entire customer base.

Focus on sources that are high impact and drive key metrics.
Sometimes an issue affects your metrics, such as NPS or customer satisfaction, regardless of the volume. First, figure out which sources of data have sentiment scores that correlate most strongly with your KPIs. These are the ones to examine closely. This also becomes more relevant if (a) your organization culture and compensation is tied to these metrics, (b) the metric is well understood and accepted by your organization, and (c) if you already have a mechanism in place to quantify what each point increase in these metrics may mean in terms of corresponding increase in revenue.

Focus on sources that you can tie back to operational data.
If you are looking at the right customer experience data, you will find places to fix your operations. However if the source does not tell you “what” to fix or “where” to focus, it is hard to make changes. Add actionable operational data such as “Region,” “Product Name,” and “Feature” to your data sources so you can pinpoint the issue and fix it.

Focus on sources along the customer journey.
Another way to select a data source is to map your customer’s journey with you. Then, list the various sources that provide insight at each step of the journey. Remember, your customers’ experience starts before they make a purchase. And it continues through every interaction—even when you lose them. Big data analytics techniques make it possible to collect and analyze customer experience data at every touchpoint, all along the journey. Just make sure to be prescriptive with your journey mapping. Tie ROI and value at each step along the way.

Focus on omni-channel analysis to provide a holistic CEM picture.
There’s no single source of customer experience data that can show you everything. It is critical to look at everything—as much as you can—all together for a single view of the customer experience. That’s big data, and that’s why it’s important to have the right products and processes in place.

Your business may use call center recordings, tweets, emails, Yelp reviews, maintenance logs, or all these types of big data to understand the customer. Whatever you use, these tips will help you focus on your customer experience data. You will get the best understanding of what your customers expect. And, you will provide the value and ROI your C-suite demand.

Clarabridge gives you the tools to analyze all of these kinds of data, and more. Let us show you.



Shorit Ghosh guides a team of consultants and technical architects who work to help Clarabridge’s enterprise customers improve their customer experience.