How Businesses Can Maximize Success Through Customer Experience Analytics

Did you know that customers who enjoyed the best experience previously spent 140% more than those who experienced the worst?

In addition, every year, the United States lost $1.6 trillion in total due to consumers switching brands after being exposed to poor customer service.

This translates into the fact that customer experience is the most reliable way to acquire as well as retain customers. Customer experience remains critical to over 73% of individuals when making their purchase decisions. However, only 49% of American consumers believe that businesses today are delivering good CX.

Undoubtedly, customer experience (CX) is the most important factor here. But do you know that measuring CX can lift your business performance by manifolds? Let’s understand how businesses can benefit from customer experience analysis in the long run by implementing customer experience transformation.

Understanding Customer Experience Analytics

Customer experience analytics, or CX analytics, uses real customer data to enhance customer interactions. The metrics measure customer experience and perform customer experience analysis to deliver insightful reports. The analytics also highlights the key points of the buying process and customer journey. It predicts whether customers will continue to buy or not, in the long run.

While there are many methods to collate customer data, the most common sources are website visits, contact centers, data from social media, and purchase histories.

Using these analytics, you can make data-backed decisions to improve customer journey right from the first established contact to support after-sales. You can also discover other bottlenecks hampering CX.

Moreover, you can collect data using different analytics tools measuring customer metrics such as cart abandonment rate, satisfaction, and more.

Initially, customer surveys were the only way to gain insights. However, surveys are not the best management tool. There are certain limitations, which include the fact that you cannot arrive at the exact sentiment of customers. Likewise, surveys only provide a myopic view of CX since they only sample a very limited number of customers.

Using modern CX analytics, however, you can evaluate customer journeys to obtain deeper insight into CX.

Benefits Of Measuring Customer Experience Analytics

By analyzing consumer behavior and their preferences, customer experience analytics can help brands and businesses deliver much faster CX consistently. In addition, customer experience analytics also contributed to positive CX by detecting and resolving any issues early.

Some of the common benefits of customer experience analytics include: 

• Customer Satisfaction Monitoring: Customer experience analytics tracks customer satisfaction to give you rich data. This enables businesses to identify the areas that need improvement to keep customers happy.
• Better Insight into Customer Engagement: When data is analyzed, customer experience analytics helps you understand how your customers are interacting with your products and services. Leveraging this information, you can improve the customer experience while increasing sales.
• Reduced Customer Churn: When used correctly, you can see a remarkable improvement in customer experience analytics with reduced churn rates and increased retention. For instance, when too many customers contact a call center about one specific issue, you should address it immediately. This is a vital aspect as customers demand positive CX today.
• Build Loyalty Through Accurate Targeting: When you understand customer behavior, it allows you to create targeted campaigns more likely to give you leads. These leads, eventually, convert into customers, thus encouraging loyalty.
• Decrease Spending, Increase Value: To identify high-value consumers, predictive CX analytics is an excellent tool. It allows you to find the right customers concerning customer satisfaction and lifetime value. With clear information, you can spend more strategically, thus saving money.

How to Implement Customer Experience Analytics

Implementing customer experience analytics involves using various analytical tools and techniques to capture and measure data on customer interactions with a product, service, or company.

• Collecting customer data: Customer data collection refers to the process of gathering relevant information about customers, such as their preferences, behaviors, and feedback, to gain insight into their needs and expectations.
• Analyzing customer data: Customer data analysis involves using statistical and analytical methods to process and interpret customer data, such as identifying patterns, trends, and correlations, to inform business decisions.
• Identifying areas for improvement: The process involves identifying specific aspects of a product, service, or company that are causing customer dissatisfaction or leading to poor customer experience.
• Implementing changes to improve customer experience: This involves taking action to address areas for improvement, such as adjusting product features, enhancing customer service, or improving overall user experience, to increase customer satisfaction and loyalty.

Measuring Success through Customer Experience Analytics

Customer experience analytics is one of the fastest-growing fields for businesses. Having said that it is prudent to choose the best metrics and key performance indicators (KPIs) to measure accurate results.

While you could use multiple metrics, let’s understand the top six most valuable customer experience analytics metrics that make a difference:

1. CSAT: CSAT or Customer Satisfaction Score represents satisfied customers numerically. It is a KPI that indicates your customers’ level of satisfaction with a brand, starting from product purchase to customer support.

Many companies leverage CSAT scores to track the overall happiness quotient of customers while identifying the key areas of improvement.

By tracking CSAT CX analytics, you can:

• Discover the ratio of satisfied vs dissatisfied customers
• Prioritize key areas of improvement
• Improve internal processes
• Enhance product development
• However, even though CSAT is such a crucial customer experience analytics metric, Gartner research shows that over 70% of all CX leaders struggle to create projects to promote customer loyalty and meet goals.

The best way to derive CSAT data is to ask customers about their satisfaction level on a scale of 1 to 10. You can implement surveys, chatbots, or feedback forms to collect data.

A CSAT score of 75% to 85% is great!

2. NPS: NPS or Net Promoter Score measures the willingness of customers to promote your products and/or services. To come to this score, you must consider both customer feedback as well as customer loyalty.

NPS is determined by asking customers about the likelihood of recommending a brand on a scale of 1 to 10, with 1 being very unlikely and 10 being highly likely.

Higher NPS indicates better customer retention, customer acquisition, and brand awareness. NPS is the most crucial metric for customer experience analysis. Businesses should focus on the score, break it down, and apply data to increase ROI. It is a proven strategy.

With NPS, you can:

• Identify the most vital metrics and compile data
• Organize data and rate NPS
• Track NPS to make necessary change
• When you track NPS, your business can:

Spot patterns

• Find top customers and the average revenues in each segment
• Identify geographical campaign
• Optimize advertising

3. CES: Customer Experience Score or CES measures the effort that customers expend while interacting with a business.

CES is calculated by taking the average of the responses to specific questions related to the amount of effort customers feel they exerted when they interacted with the business recently.

When you identify the areas where customers experience a higher level of effort, you can start focusing on making the necessary changes to reduce the effort of customers when they interact with your business.

However, when CES is right, it improves overall customer satisfaction as well as loyalty, while lowering the costs of handling customer support requests and complaints.

A Gartner research shows that high CES leads to improved NPS, increased repurchase rate by up to 94%, and better employee retention.

4. CLV: Customer Lifetime Value or CLV is commonly used by some of the leading brands like AT&T, American Express, and Verizon. It is a critical metric that should be included to deliver accurate analytics.

CLV is a promising customer experience analytics metric that helps businesses as well as CX professionals to understand a customer’s value throughout the journey with the company.

It not only considers the customer’s monetary value but also the continuity of business, the volume of business they are expected to do, and the value of each interaction.

Using this information, businesses can make strategic decisions and invest in the right type of customers to acquire and retain, the kind of customer experience they receive, etc.

Once you arrive at a number, use it. Using CLV strategically, you should start:

• Segmenting your customers
• Enhancing conversions to deliver better ROI through proper understanding
• Creating data-backed hypotheses for tools used for customer acquisition
• Making data-backed decisions for customer prioritization, acquisition, retention, and onboarding

A Bain and Co study shows that in 2023, about 92% of businesses are likely to use CX analytics tools to improve customer relationship management.

5. Churn Rate: The churn rate is the most underrated metric for businesses to monitor because it gives insights into the reasons for customers leaving the company and what could help in retaining them. If the customer churn rate is high, it leads to revenue loss.

The churn run rate can be calculated in many ways. It gives you the percentage of the number of customers left over a specific period.

On average, businesses have a 5% to 7% churn rate, whereas 10% is high.

Many factors lead to an increased churn rate. Businesses should take the necessary steps to lower churn rates by improving CX by tracking CX analytics. Delivering what customers want is the best way to improve overall CX. Experienced customer experience solution can help you achieve it.

Case Studies

Real-world examples of businesses that have successfully used customer experience analytics:

1. Amazon: Amazon is a prime example of a company that uses customer experience analytics to improve its business. The company uses a variety of data analytics tools to collect and analyze customer data, including data on customer behavior, preferences, and purchasing history. This data is then used to personalize the customer experience, such as recommending products and services that are most relevant to the customer.
2. Airbnb: Airbnb uses customer experience analytics to improve its user experience. The company collects data on user behavior, such as the types of properties users are looking at, the dates they are searching for, and the prices they are willing to pay. This data is then used to make recommendations to users and to personalize the search experience.
3. Delta Air Lines: Delta Air Lines uses customer experience analytics to improve its operations and customer service. The company collects data on customer behavior, such as flight delays, cancellations, and customer feedback. This data is then used to identify areas for improvement and to make changes to the customer experience.
4. Starbucks: Starbucks uses customer experience analytics to improve its store experience. The company collects data on customer behavior, such as the types of drinks and food items customers order, the time of day they visit, and the locations they frequent. This data is then used to personalize the in-store experience, such as offering promotions and personalized recommendations.
5. Netflix: Netflix uses customer experience analytics to personalize its content recommendations. The company collects data on customer behavior, such as the types of shows and movies customers watch, the time of day they watch, and the devices they use to watch. This data is then used to recommend content that is most relevant to the customer.

Tools for Customer Experience Analytics

There are several popular customer experience analytics tools available in the market today, each with their unique features and capabilities. Here is an overview of some of the most popular customer experience analytics tools:

• Google Analytics: Google Analytics is a free web analytics tool that provides businesses with detailed information about their website traffic, including where visitors are coming from, what pages they are viewing, and how long they are staying on each page. This information can be used to identify areas for improvement and to optimize the customer experience.
• Adobe Analytics: Adobe Analytics is a paid analytics tool that provides businesses with detailed insights into customer behavior across multiple channels, including websites, mobile apps, and social media. It includes features such as real-time data tracking, predictive analytics, and audience segmentation.
• Salesforce Marketing Cloud: Salesforce Marketing Cloud is a marketing automation platform that includes a range of customer experience analytics tools, including email marketing, social media monitoring, and customer journey mapping. It provides businesses with a complete view of their customer interactions across multiple channels.
• Qualtrics: Qualtrics is an experience management platform that includes customer experience analytics tools, such as sentiment analysis, text analytics, and predictive modeling. It provides businesses with insights into customer behavior, preferences, and expectations, and allows them to take action to improve the customer experience.
• Medallia: Medallia is a customer experience management platform that includes a range of analytics tools, including customer feedback analysis, sentiment analysis, and predictive modeling. It provides businesses with insights into customer behavior and allows them to take action to improve the customer experience.
• IBM Watson Customer Experience Analytics: IBM Watson Customer Experience Analytics is an AI-powered analytics tool that provides businesses with detailed insights into customer behavior across multiple channels, including websites, mobile apps, and social media. It includes features such as real-time data tracking, predictive analytics, and customer journey mapping.

Depending on your business needs and goals, you can pick any of these customer experience analytics tools. Each tool is unique and packed with powerful features to make a difference.

Closing Thoughts

Customer experience analytics is the way forward. Businesses looking to improve their customer service, make data-backed strategic decisions and ensure excellent customer interaction should invest in CX analytics strategies to stay ahead in the race.

With the correct choice of tools backed by data, businesses can witness remarkable improvement in customer service and promote the bottom line.

However, it is very important to measure the right data for accurate reports. Even though there are multiple metrics to focus on, let that not overpower your thought process.

While many brands are still struggling to transform their CX data into actionable insights, they understand how valuable it is for increasing ROI and delivering targeted solutions. Consider customer experience outsourcing to save costs and deliver targeted services.