Successful companies understand that they are in the business of customer experiences. And a great customer experience is not simply about what is being delivered but how it is delivered.
And disruptors understand this better than most; by providing digital platforms that make it easy, and pleasurable for their products and services to be consumed.
Platforms that allow customers to engage with their brand, transact and consume products and services via their iPhone, Galaxy tablet or laptop. Platforms that allow them to get support via Facebook or Twitter and research new products on the way home on the train, and then later that evening on their desktop PC.
But before you can look to improve your customer’s experience, you need to baseline what is being delivered today.
And to be able to baseline the experience your customers are having on your digital platforms, you need data analytics tools to be able to provide you that insight. Insights around performance, availability, response time and conversion rates.
Put simply; if every touch point and every click provide insight; what are you doing to capture and analyse that data to give you an understanding of your customer’s digital experience?
From our experience, getting started around using data analytics to understand your customer experience is about addressing the following three key dimensions;
· End-to-end customer visibility – you need insight into your user’s behaviour, end-to-end, to allow you to react more quickly to customer issues
· Performance management – you need the ability to be able to pinpoint root cause immediately and improve mean time to resolution
· Shared data for business and IT – you need real-time insight into the business impact of issues, so that business & IT teams can collectively prioritise actions around resolving and improving the customer experience
If you want to know more, just reach out to me.
In the meantime, when thinking about making your business better; always start with the customer.