Without real-time insights, agents will struggle to meet customer needs and any attempt at self-service or CX automation will ultimately fall short. However, with CX analytics, it becomes simple to build multifaceted customer architypes, identify and address common contact drivers and even predict whether a customer is ready to churn or open to a repeat purchase.
From touchpoints and platforms to systems, applications and business departments, the customer journey is no longer linear. And customer data no longer flows freely or directly through the sales funnel.
These silos, whether created by accident or design, ultimately limit an organization's ability to truly understand its customers. With only one out of three companies feeling that they use customer analytics properly today,15 then why do just 25% think their analytics investments result in a competitive advantage?16
The key to unlocking this leverage is implementing an integrated data model able to blend and process both structured and unstructured data across live and automated customer engagement channels and the wider business. This could demand that an organization embarks on a digital business transformation, but the return on investment is too big to ignore.
Is customer data helping your brand?
of brands use customer analytics properly
of brands see customer analytics as a competitive advantage
Turn your data into actionable insights
CX analytics enables brands to proactively track 100% of customer interactions and take real-time steps to improve outcomes. It also enhances agent coaching and performance while allowing the business to capture genuine customer sentiment and valuable insights that could prove critical to future research and development.
To successfully achieve this, you must account for all data types gathered along voice and text channels, including self-service interactions. As a customer-facing organization, your brand will be accountable for passwords, clickstreams, personal and financial data, GPS coordinates, conversation transcripts, time stamps and more.
So how do you make information gathered at different points of the customer journey across numerous departments and multiple platforms and data formats make sense? By adding AI and automation, augmented analytics can produce more relevant data, ask better questions and uncover insights pertinent to each and every situation.
Things you can do to know your customers better:
1 - Map the customer journey.
Identify every touchpoint throughout the multiple customer experiences across all possible channels, leaving no interaction undetected.
2 - Monitor 100% of customer interactions.
Whether voice or text, click or survey, every piece of the conversation builds your customer's story. Make sure your omnichannel solution supports analytic integrations.
3 - Implement speech, text and analytics.
Read the room and stay one step ahead. Anticipate responses, provide accurate results to queries and personalize conversations by reading the customer sentiment.
4 - Listen to the voice of your customer (VOC).
Complement your interaction analytics with a holistic view of preferences, concerns and expectations and cultivate lifelong customer relationships.
15 - McKinsey, “How advanced analytics can help contact centers put the customer first.”
16 - Sitel Group, “Customer experience & digital transformation: Insights from the boardroom.”