How CX Managers can evaluate and Baseline their digital customer experience
Digital customer experience is the sum of digital interactions between a client a company, and the resulting impression that a customer walks away with. According to a survey report conducted by Econsultancy on 12, 000 professionals who work for large agencies and corporations, it was found that customer experience is more significant to brands more than marketing. Another research to affirm this indicated that 86% of customers are willing to pay an extra dollar for a better experience. However, it is imperative to conduct a regular customer experience analysis to ensure that your brand is always providing the best-class customer experience. The analysis helps to detect whether your brand is providing enough, less or substandard services concerning the desired customer experience.
So, what’s meant by Customer Experience Analysis?
Customer experience analysis is a process used to evaluate whether your services or products meet, fall short or exceeds your client’s expectation. It’s a highly relevant tool for business leaders and ambitious brand builders who understand the vitality of customer experience to business’s success. In a competitive environment where customers have the free will to choose from various product categories, companies have the due mandate to maintain better customer relationships at all times to stay relevant in the industry. Successful businesses aim at offering their clients top-notch experiences every time, to win their trust and loyalty to the brand.
How to Conduct Customer Analysis
According to Anderson, a chief managing officer at Intermedia, the foundation bed for conducting comprehensive customer analysis is to find the right technique for both prospective and current clients that interact with your brand from time to time. Apart from customer retention, an excellent survey of customer experience may also be used to draw away customers from your competitors. Here are some of the insights on how to go about issues to do with the analysis of customer experience for an organization;
- Website Analysis
The brand website is usually the first place of interaction with customers and therefore makes the most appropriate first area to start from. In a competitive environment, brands need to ensure that their websites contain the necessary variants and is fully optimized to provide clients with a personalized and seamless experience. From website analysis, you can know which features attract maximum audience and traffic and then transfer it to other websites.
- Study your competitor’s moves
Apart from analyzing your organization, dedicate some time to learn what your competitors are doing. Get out of your niche and look at what the best companies in the industry are approaching customer management and other service deliveries. Go beyond your vertical industry and look for the brands that offer the best customer experience.
- Use a Customer Relationship Management
Customer relationship tools are designed to provide seamless interaction within and outside the organization and as well improve productivity. Integrating customer experience feedback program in your CRM can help to significantly improve efficiency and customer satisfaction.
- NetCNS Survey
Net Customer Needs Solution Survey is designed to set a benchmark and measure how well the organization is striving to meet customer needs and expectations. The survey is conducted by calculating the difference between the number of needs that have been satisfied with those which have not yet been met and recorded as NetCNS score. This score gives us a deeper understanding of the specific customer needs that are satisfactorily met and as well as specific unsatisfactory events.
- NPS
The Net Promoter Score is a traditional “tried and true” process used to evaluate the customer experience. There is an NPS score ranging from a scale of 1 to 10, used to rank the likeliness of a current customer recommending the brand to a friend, family member, colleague etc. According to Anderson, CMO at Intermedia admits that successful companies use CRM to determine the overall level of customer satisfaction and as well to identify areas that need to be improved.
- Evaluate Your Organizations data to come up with Actionable Steps.
The last step is the formulation of actionable steps from the results of your analysis. Typically, the customer experience analysis comes out when you compare your ideal customer experience to the experience at your various outlets. An actual value of customer experienced is achieved if and only if the prioritized customer experience strategy from the analysis is delivered and appropriately executed.