CX Analytics: Measuring and Improving Customer Experience

No matter what your company sells, its primary product is Customer Experience (CX). CX is what attracts customers, influences what and how often they buy, and has a major impact on customer loyalty and lifetime value (LTV).

According to a Forbes Insights Report, 65% of consumers said a consistently positive experience through their entire interaction would make them a long-term customer of the brand.

Strategizing and improving CX starts with measurement. Smart measurement and analysis of your customer data can help your brand improve customer experience and build lasting relationships. Here’s what you need to know.

What Is Customer Experience Analytics?

Customer Experience Analytics (CX Analytics) is the collection, processing, and evaluation of customer data to measure and ultimately improve CX. CX Analytics provide actionable data and offer verifiable measurements of marketing successes.

Customer Experience Analytics includes reporting on:

• The best customer market for your business and how to reach potential brand ambassadors and loyal customers
• Feedback, both positive and negative, from surveys, reviews and more
• A complete picture of the customer journey and pain points or roadblocks along the way
• Success rates of your current offerings and areas of potential for the future

Why Should Businesses Care About CX Analytics?

Creating a culture and structure that puts CX at the forefront of your business is the best way to understand your current customers, bring in new business, and build loyalty. CX is directly linked to customer engagement, purchasing, and LTV. CX Analytics produce actionable, measurable, and profitable insights.

CX Analytics touch every aspect of the business, from sales and marketing to customer retention. They’re crucial for proving the value of marketing strategies, surfacing pain points for customers, and making sure you’re meeting customers on the right channels.

Standard models based on broad metrics are not capable of deep insights and are often inconsistent throughout the business. Without CX Analytics, your most valuable insights about customer satisfaction, engagement, and purchasing habits are lost. Results from CX Analytics allow for measurable, data-driven decisions that get results.

How to Measure Customer Experience

Once the decision is made to concentrate on CX as the driving force of a business, the next step is to gather data and measure it using CX Analytics. CX data comes from offline and online sources such as:

• In-store sales and store traffic
• Customer surveys
• Social media interactions
• Site browsing patterns
• Mobile app usage
• Repurchase
• Coupon redemption
• Loyalty program enrollment
• Cart abandonment

Deep customer data analysis is only possible when you can bring together all these disparate sources to create a single source of truth. It’s a process that would be nearly impossible to do manually, but the right Customer Data Platform (CDP) can unify fragmented data sources and provide actionable, deep insights.

Unite Customer Data on a CDP for a Unified Customer View

CDPs centralize and unify fragmented customer data into accurate and complete single customer profiles. Unified customer data can be used to guide decisions about interactions with one customer and to create detailed views of all customers. There are three steps to performing CX analytics with a CDP:

• Collect, unify, and centralize data: CDPs stitch together all of your data sources into one centralized location so that it can be viewed as a whole picture, not just disparate snap shots of specific segments.
• Validate, clean, and update: The heart of the CDP is the Single Customer View (SCV). SCVs are a whole picture of a customer with all data from every touchpoint. The data is “cleaned” by removing duplicates, blank fields, incorrect or outdated information, and creating one profile for each customer. SCVs are essential for tracking current CX and informing future decisions.
• Produce deep insight: CX Analytics highlight channel preferences, touchpoint efficacy and engagement and inform forecasts around CLTV, loyalty and avenues for new business. CDPs and SCVs can guide communication and ad strategies for groups or individual consumers.

Spot Trends and Surface Insight Using Intelligent Data

Intelligent data processing not only produces a picture of current CX, it can provide valuable insight about trends, pain points and campaign successes or failures. Intelligent data processing also yields crucial information about how to gain new business, streamline and reduce costs for advertising and zero in on the most profitable strategies.

Executives get a bird’s-eye view of marketing activities, as well as ROI across regions and product lines. Strategists can quickly glean customer insights to build more effective plans. Lastly, campaign managers can see which audiences, channels, and messaging are driving the most revenue and ROI.

Deliver Customized Experiences with a CDP—How Maruti Suzuki Did It

With 50% of the car market share in India, Maruti Suzuki is successful by any standard. However, Maruti Suzuki knew it needed to transform to take advantage of data and marketing channels that weren’t being used. They needed to find a way to take advantage of their resources to get the most out of digital transformation and to focus on customer experience management.

Maruti Suzuki teamed up with Treasure Data to create a customized CDP that improved Maruti Suzuki’s CX, advertising, and internal culture. The highlights of the results include:

• Unified customer views for complete, accurate, and current customer data
• 200% higher CTR on ads using lookalike modeling to target new customers
• Personalization across touch points and platforms for a continuous customer journey
• Smart segmentation and suppression resulting in 30% ad cost savings
• Creation of a data-driven and agile internal culture

Noritaka Wakuda, Advisor & Leader for Digital Transformation, Maruti Suzuki India Ltd. saw the result of its customized CDP throughout the business:

“Everyone can use the data the way they want to. Our data scientists can do better segmentation to see which segments respond better. Our CRM folks can do SMS push notifications, because we are orchestrating those channels with Treasure Data Enterprise CDP, which is quite flexible that way. It also helps us drive performance. It is changing the culture here.”

Intelligent data processing provides the best measurement of current CX and insights from CX Analytics improve CX, reduce costs and keep marketing initiatives profitable and on track. Download the full Forbes Report for more details and helpful materials on the advantages of CX Analytics.

Download the full Forbes Report