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If you need to brush up on customer experience data—what it is, how to get it, and what to do with it—you’re in the right place. By uncovering and leveraging data about your business, you can improve your customer experience (CX) and graduate to the next level of success.
Certainly, data can tell you everything you need to know about the state of your business: where you’re nailing it, areas that need improvement, and even how to make things smoother for your customers. However, until you take yourself to class, you’ll be stumbling through without a syllabus to guide you.
With that in mind, let’s get to the CX data education.
You likely already have some idea about what customer experience data is—because you know what your customer experience is. Obviously, the journey people take with your business is critically important for your mission. From a fresh lead’s first impression with your brand and the hook that lures them in, to the point of conversion and the decision to become a repeat customer… All of these points define the customer experience.
Then, it’s time for the data part. How many people are interacting with your business? What draws them in—or drives them off? At what point do they commit to a purchase? And, perhaps most importantly, what is their level of satisfaction after the transaction?
Multiply this by as many people as you’re interacting with, and you’re starting to get a feel of what customer experience data constitutes: the key to making the most of your business model.
Now that you’ve got a better picture, let’s dig into the details. After all, a single satisfied customer’s experience is good data—but it’s just one unique perspective. Undoubtedly, there’s a lot more where that came from.
So where do you get the customer experience data points you need? There are two key collection methodologies:
Once you have the data, the next step is aggregating it—or putting it into one place so you can see the big picture. This could mean putting surveys into a spreadsheet or database for analysis.
Alternatively, you can hire an expert or professional agency to assemble the information for you. A CX evaluation company like CustomerOptix will conduct mystery shops at your business, compare numbers, and provide a report. We’ll show you the areas where your customer experience shines, what could use some help, and how to strategize improvements.
While there are many conclusions that can be made from the pile of customer experience data at your disposal, here are a few helpful areas to focus on:
Accordingly, the answers to these questions—and more—are a direct result of gathered customer experience data. Plus, they can help you strategize improvements and create an even better (and more profitable) business model.
At this point, it can be easy to feel overwhelmed or discouraged, especially if you’re already seeing key areas you can improve. But don’t stress! No matter where you are in your business journey, there are always going to be opportunities for growth. Plus, a positive growth mindset will get you a lot further than getting stuck in self-pity.
In view of this, the way to make those improvements based on your business is actually a simple five-step formula. Let’s dive in.
With all that data in hand, it’s time to start connecting points. Take a hard look at all the information you have and look for patterns. This will become the guide for your next steps.
For example, say you find a pattern of less-than-satisfied customers who are purchasing a certain product. With a little more digging, you might be able to determine that there are some misunderstandings about what the product is for. This is a completely actionable piece of information and can be rectified easily. Undeniably, that’s hugely valuable!
Next, determine a goal to handle the identified patterns. Are you planning on fixing them? Or possibly capitalizing on them? Create an objective that can be quantified. That way, when you gather more data at the end, you’ll know you achieved what you set out to do.
In our example, a plan to solve this miscommunication could be quite simple. To illustrate, perhaps changing the product description on your website will handle it. Alternatively, add something to your FAQ page, share some instructions with the product, or create a marketing plan to educate potential leads about its uses.
Now that you’ve got your plan in mind, it’s time to put it into action. Firstly, ensure that everyone involved in the improvement strategy has what they need to make it happen. Plus, give yourself—and your team—time to integrate any new protocols. Rushing a strategy could be more detrimental than beneficial.
For example, creating a new product description to fix the miscommunication with your customers will require much of your team. At the minimum, plan for a writer, an editor, and a web designer to put all the pieces together and make those changes.
After you’ve given your team some time to settle into the new rhythm, it’s important to gather new customer experience data and test your changes. This will tell you if your strategy was effective, ineffective, or negatively effective. It’s possible that fixing one issue will bring another to light. If you do experience resolution or progress, remember to celebrate it and share it with your team.
In our miscommunication scenario, a simple data point can tell us if the new product description did its job. Are the same kinds of dissatisfied customers still showing up—or not? If there haven’t been any more complaints, that’s great! On the other hand, if there are still a few out there, it might be time to look at another solution. Try something else. Tweak a phrase or two. See if there are more kinks that can be worked out of your customer experience.
As stated, there’s always more to be done. So repeat this process on a regular basis. Plan it into your annual calendar. Analyze your customer experience data frequently to monitor changes, identify new problem areas as they arise, and keep tabs on progress.
As your customer experience improves, so will your data points… and your bottom line. But you won’t know for sure unless you can compare numbers from the past. Therefore, check your data—and keep checking it—to keep your business growing.
Now, if all this sounds like a lot of work, you’re not wrong. Building and growing a business can seem like an overwhelming task. However, there are resources out there to take some of the load off. For example, CustomerOptix can help you schedule one-off or recurring mystery shoppers to evaluate your customer experience data regularly. You’ll receive comprehensive, industry-specific reports with insider tips and strategies for improvement. Plus, it takes as little as 10 minutes to set up.
Clearly, customer experience data is the key to unlocking the full potential of your business. Learn to understand what your customers truly want, where their pain points lie, and how they interact with your brand. Then, you can make data-driven decisions that lead to better customer satisfaction, loyalty, and ultimately, increased revenue. Just remember: it’s an ongoing process. Gathering insights, making improvements, and refining your strategies based on real-world feedback is part of a healthy growth mindset.
As you continue to analyze and act on this data, your customer experience—and your business—will only grow stronger. So don’t wait! Start leveraging your customer experience data today, and graduate your business to the next level.
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