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Experience Exchange: Next steps in measuring CX success
Expert tips to navigate the complexities of CX analytics for better outcomes
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.
“I encourage everyone to take baby steps to get some successes under their belt and to demonstrate them early to all the executives and stakeholders — and then build from there. ”Tony McCormack, CEO, Joulica
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.
“With generative AI, safe automation and trusted applications of these technologies will emerge in the coming years. You also see hyper cloud providers beginning to offer more guardrail-type technologies…to solve for that trusted AI component. Because really, right now, the only production use cases where you could safely bring generative AI into a customer context is when humans are in the loop.”Tony McCormack, CEO, Joulica
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.
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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.
“We've seen time and time again that the number one problem [to being able to demonstrate CX success] is data ownership and getting the right data into the domain to allow those KPIs to start flowing. That's the most predominant driver of success that we would encourage organizations to address early on.”Tony McCormack, CEO, Joulica
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.
“There is certainly no magic solution to data hygiene. …We see lots of cases where large language models are used to do automated data mapping, but I think that probably only gets you 80% there. There's always a need for just rolling up your sleeves and really making sure the data is fit for purpose in order to generate clean, reliable metrics and KPIs.”Tony McCormack, CEO, Joulica
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.
“We always start with the vision. We like to work back from the 'art of the possible.'”Tony McCormack, CEO, Joulica
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