Customer experience analysis is an important initiative for many businesses today, or at least it should be. With the promise of high returns on investment (ROI) and happier customers, why wouldn’t your business want to pay closer attention to what their customers are saying?
To make easier for startups and small businesses to benefit from positive customer experience, we developed some useful techniques as a part of a new project for our clients. They were looking for efficient methods of customer experience management(CEM), and here’s what we offered them.
- Performance Analysis
Arguably the most common or best-understood form of CEM is performance analysis. In this use case, a company looks at when are things going right and when are they going wrong. For example, you may ask why are shoppers coming to your website, but then leaving without buying anything?
Performance analysis is a great way to identify changes that will improve your overall CEM key performance indicators (KPIs). This analysis can look at an individual product or service or at your business as a whole. It could help identify what is helping driving traffic to your website as well as what changes you can make to lead to more sales.
- Campaign-Centric Analysis
Campaign-centric or event-based analysis is more nuanced than performance analysis. At its core, it is performance analysis. However, in this case, it is being applied to a specific marketing campaign or company event. Example events include the release of a new product, an upcoming merger, or a large sales day such as Black Friday.
These events or campaigns are surrounded by many changes to the customer experience. By using campaign-centric analysis, a company can either preempt or quickly catch any dips in sentiment or problems with the product so that they can be quickly resolved and not become a much larger, long-term problem for your business.
- Research Analysis
The final key form of customer experience analysis is research analysis. It can be run in tandem with performance analysis or campaign-centric analysis, but its end goal is different. Research analysis should be looking for trends and insights in your customer feedback data. It can be used for innovation and new product research, or as part of your ongoing efforts to improve your product or offering.
Your CEM team should always be looking for insights and bigger picture views in your customer feedback data. However, by formalizing the process in research analysis, you are telling your CEM team and ultimately your customer that customer experience management is more than just a reactionary part of your business. You are truly keeping the customer at the center of your business and implementing their thoughts in your larger business plan.