Is the Future Brand Success in Customer Experience Analytics?

Debra Morgan, Marketing Tech Outlook | Tuesday, February 09, 2021

As consumers moved online and organizations updated their technology to track customer behaviors across touchpoints, the importance of customer experience analytics increased.

FREMONT, CA: Customer experience analytics is the collection and processing of customer information to get a better understanding of customers, pain points, and experiences with a product or service. Quality customer experience analytics offers valuable insights that allow brands to make data-driven intelligent decisions, potentially enhancing consumers’ shopping, support, and service experience. The data collected can also create streamlined marketing campaigns, strategies, product innovation, and many more. Improved customer experience often leads to enhanced customer sentiment, sales, and earnings. So, finding the right metrics to track and analyze consumer experience is extremely vital. Learn more here.

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 Unification is about collecting and matching granular behaviors across online and offline channels in real-time, developing a single customer view. There are two dimensions of unification. The first is bringing together the customer behavior data from all the different places where the brand touches the customer. The second identifies who each customer is and aligns their unique behaviors across all touchpoints to a single customer ID.  With the potential to activate data, businesspeople can orchestrate, test, and measure experiences across touchpoints. Every newly developed customer experience should be looked at as a starting point. Usually, it takes 4-5 iterations on that starting point to get the full value of a new experience. That’s why analytics play a significant role all along the way, enabling them to deploy, measure, refine until the customers gain maximum benefit from the personalized experiences brands are crafting.

The most complex barrier to offering CX analytics that drives true customer-centricity is the need to combine disparate systems. Integrating systems and data is a mandate to render the single customer view and analysis and activation potentials required to offer great customer experiences. Getting it done usually means a net reduction in tools as opposed to the addition of tools. Obtaining this goal to achieve the desired business outcome is all about re-evaluating the technology stack. While there’s no such thing as a perfect technology stack for everyone, there is a tech stack that will be the best fit for allowing powerful customer experience analytics that put the customer at the center of everything businesses do.

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