Experience Exchange: Next steps in measuring CX success

In today's digital age, customer experience (CX) reigns supreme. Understanding and improving CX can make or break a business. Recently, Tom Lewis, SVP of Consulting at TTEC Digital, sat down with Tony McCormack, CEO of Joulica, to explore the intricate world of CX analytics. Their goal? To help you gauge the effectiveness of your CX efforts and uncover strategies for enhancing them.

Here are their tips:

1. Start with a strong use case.

Begin your CX analytics journey by identifying a compelling use case with the potential for quick wins. One example might be focusing on digital self-service channels, such as mobile apps or online portals. By optimizing these platforms, you not only streamline customer interactions, reduce wait times, and ultimately boost satisfaction levels — but it also potentially leads to cost savings by reducing the need for extensive manual intervention and support resources.

2. Understand the benefits — and limits — of AI.

In the past, analytics in customer service often revolved around speech analytics and narrow perspectives. However, with advancements in technology, particularly in large language models and generative AI, the analytics market is witnessing a shift towards more comprehensive insights. While technology plays a crucial role, human input remains essential, especially in ensuring trust and safety in AI-driven solutions.

3. Balance personalization and expense.

While personalization is crucial for CX success, it's essential to find a balance that doesn't strain your budget. Organizations need to prioritize use cases and invest in technologies that offer scalable solutions. Consider prioritizing initiatives such as targeted email campaigns or customized product recommendations, which can enhance the customer experience without significant financial investment.

4. Prioritize data ownership.

Lack of clear data ownership hampers accessing and using vital data for CX measurement. This confusion about data management leads to silos, inconsistencies, and poor data quality, hurting CX analytics. To tackle this, define roles, appoint data stewards, and enforce strong data governance. Foster a culture of data responsibility across departments to enhance collaboration and alignment on data goals.

5. Clean your data.

Clean data is the backbone of effective CX analytics. Without accurate and reliable data, insights derived from analytics efforts may be flawed or misleading. Therefore, organizations must prioritize data hygiene practices, including data cleansing, data validation, and data governance. By ensuring the integrity of their data, organizations can make informed decisions and drive meaningful improvements in customer experience.

6. Set a clear vision for success.

Establish a concrete plan for CX success by mapping out your analytics journey. Break down your vision into actionable steps, setting achievable milestones along the way. This roadmap serves as a practical guide for realizing incremental improvements and ensuring continuous progress in enhancing customer experience.