Four tips to turn data into customer experience insight
Effective customer experience is necessary to keep the trust maintained for a brand. It leads to customer satisfaction and helps brand grow.
Econsultancy columnist Nikki Gilliland has shared four tips to help companies turn data into customer experience insight.
Gilliland says, “ow can marketers ensure they get the most from their data? Econsultancy’s CXM Best Practice Guide has lots more on the topic, but in the meantime, here are just a few tips.
Take a multi-faceted approach
Before anything else, it is of course vital for marketers to decide how and where data will be gathered. For the majority, quantitative data (sourced through analytics) is the basis of customer-focused strategy – helpful for uncovering how customers are behaving.
However, when it comes to figuring out why they are behaving in this way, qualitative research can arguably offer far more insight.
This usually involves customer surveys and interviews, and even ethnographic studies, whereby companies spend extensive periods of time with the customer to uncover routines and social norms. In turn, this allows the brand to identify opportunities that can inform CX strategy”.
Comments are closed.
