Understanding the omnichannel customer journey
Gaining an understanding of the omnichannel customer journey can make it easier to harmonize your marketing and customer service efforts across channe...
The Team at CallMiner
July 09, 2019
A positive, engaging customer experience fosters customer loyalty and drives growth. In fact, 86% of customers say they’re willing to pay more for a better customer experience. According to Walker’s , customer experience is poised to overtake price and product as the top brand differentiator.
But how do you know if your customer experience is checking all the boxes? That’s where a customer experience analysis comes in, offering insights on how consumers interact with your brand and the impact of those interactions on customers’ perceptions throughout the buyer’s journey. Let’s take a closer look at how a customer experience analysis works and how to conduct a CX analysis.
A customer experience analysis is any type of in-depth study, evaluating how a customer (and potential customers) interact with a given brand. The analysis can include both direct contact and indirect contact with a brand. Direct contact would include interactions, at least in some ways, initiated by the company.
Direct contact examples include:
Indirect contact would be experiences customers have that a business did not initiate.
Examples of indirect contact include:
For many organizations, customer acquisition is a simple process. Leads or traffic come in from a limited number of channels. Those potential customers are funneled through a specific sales process. Other companies can have an intricate and complex system for getting and closing customers. Regardless of where your company may be on that spectrum a customer experience analysis offers several benefits.
The process of finding and analyzing all the ways customers interact with your business can seem daunting. While it can take some time, evaluating the customer experience doesn’t have to be a top-to-bottom endeavor. The entire process can be done in stages, or simply review a single portion of the business. A smaller section of the customer experience could be considered a “specific” customer experience analysis.
An in-depth analysis may include every interaction measured in one place, or it may consist a series of specific evaluations. For instance, if you’re converting a large percentage of leads but aren’t seeing enough leads in your pipeline — an analysis of everything leading up to the sales process would be helpful.
Once you’ve decided on a strategy, it’s time to list out all of the known interaction points to be evaluated. Be as thorough as possible and write down every possible avenue. The data-gathering process will quickly bare out whether it is an actual interaction point.
Once you have all potential interaction points, it’s time to actually see how (and how often) customers see your brand in each. Collection can be done in a number of ways and largely depends on the type of analysis.
Here are several broad tools to use for data-gathering:
Website Analytics Tools: Analytics tools include heatmaps, social tools, Google Analytics, and many more.
Speech Analytics Tools: A speech analytics solution like CallMiner Eureka scores 100% of your customer interactions, providing a rich source of unsolicited feedback across channels, including both the Voice of the Customer (VOC) and the Voice of Your Employees (VOE) to increase sales effectiveness, boost customer loyalty, and more.
Surveys: Things like polls on Facebook/Twitter or tools like SurveyMonkey can be employed to solicit customer feedback and measure metrics like Net Promoter Score (NPS).
Conversations: Actually talking with current and past customers can yield some of the best data available for analysis.
Once as much data as possible has been gathered, it’s time to put it all in a readable (even visual) format. Creating reports that all pertinent team members can quickly understand will ensure usefulness.
The final step is to take action on the insights gained from your customer experience analysis. Once completed, reports should yield all the afore-mentioned benefits. Opportunities should be clear, allowing you to implement changes and improve processes quickly.
The biggest mistake you could make once your analysis is complete is failing to act on your findings.
What tools & techniques do you use to conduct a customer experience analysis?
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