I recently participated in a webinar with my colleagues Nick Sellers, Senior Director, Strategy and Marketing, & Bo Young, Executive Director, Customer Analytics on how to use customer analytics for customer experience (CX) and business process excellence.

Entitled “Machines Boil the Ocean, Humans Analyse” it looked at how technology and changing expectations are impacting on the dynamic of great customer experience.

Delivering CX excellence and smooth business processes is a vital part of differentiating in today’s busy markets. Without these, even great products and services will not stand out.

Failing to understand customer experience?

In many cases, companies don’t know what their customers’ service experience is, and how their processes, systems, and scripting can ignore customer needs.

At best, this can leave a bad taste in the customer’s mouth and, at worst, betray brand promise, which risks encouraging customer defection and lost revenue.

How to improve CX using customer analytics

Through careful analysis comes the clarity and understanding that can guide business leaders to make the right choices – whether that’s a change of approach, making tweaks and adjustments, or investing in technology and appropriate expertise.

Essentially, it’s about analysing the present to understand the past and, therefore, influence the future. In this, we dig deep into customer interactions to identify what brought them to make contact, and observe what they go through to achieve an acceptable outcome, with feedback to correct what had adversely affected them.

It’s a robust analytical process that identifies repeat callers, retracing steps to identify their pain points, and then ranking the top causes. It’s a process aimed at stopping history repeat itself by understanding process flaws.

More than just an analytical process

But of course it’s more than that because CX is a perceived level of customer satisfaction and we measure that against a five-point scale. We can then better understand the critical agent attributes necessary to make Good customer experience into Great customer experience.

It’s also about looking at handle times (AHT) and measuring the amount of time an agent takes to open the conversation, whether by voice or online, engage with the customer to understand their problem, and provide the necessary information to resolve their issue.

From that analysis, set against the main call drivers, we can see where opportunities for call avoidance exist – whether by creating better online self-service tools or other automated options.

Customer analytics is all about creating the best possible customer experience and, wherever possible, reducing cost to our client

Good customer analytics goes deeper into the CX dynamic. We are able to look at the appropriateness of solutions being offered to customers and, therefore, the knowledge the agent has about the product he or she is advising on. That gives us insights into how we can improve training for our agents.

By measuring positive and negative mood changes during calls, and calibrating those changes against conversational and transactional styles, we identify the optimum communication style. And, by adopting it, create better customer experiences.

It’s therefore a constant process of contact improvement, first to understand call flow and account drivers, second to measure quality and satisfaction, and finally to examine how certain processes could be automated or better handled by a self-service solution.

Achieving the very best customer experience

Our business is about both people and technology. The very best CX is about using technology to assist interactions on a client account and to make better sense of what to improve, so making the customer’s journey easier. Customer Analytics is a key part of this.

It means taking in lots and lots of data on many, many customer interactions but, by boiling the ocean, we humans know how to make sense of it all!

A recording of “Machines Boil the Ocean, Humans Analyse – How to Use Customer Analytics for CX and Business” can be seen here.

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