In simple terms customer experience analysis is a tool to measure how our product or service proves inadequate, fulfills or go beyond customer expectations. It teaches us how to preserve and raise revenue by reviewing our customers experience. It gives us the facts about how our customers are benefiting from the solutions provided by us or not and if their expectations are being fulfilled or not. With the help of customer experience analysis, we classify where a product or service experience needs modification so that customer satisfaction can be enhanced and pinpoint the process along with the technology that must be implemented to improve the customer experience.
Performing Customer Experience Analysis
The main step in customer experience analysis is to define what is missing in our customer service. We will be able to have an accurate analysis by having more details gathered on customers. For this purpose an organization must begin with a detailed exploration of their existing database of clients. It must cover demographic data, like gender, age or locality of our customers. It must be kept in mind that our power resides in the facts. We can offer more customized solution by knowing more about our customers’ issues, their needs, wants and demands. Now if having a detailed database we can process and analyse huge amount of information. We have an easy solution known as ‘sub-grouping’ which will make it easy to process and clear. It will be a lot easier to classify specific problems with better understanding of our customers when the data is divided.
There no denying in the fact that our current and prospective clients have a personalized needs and requirement. Now here an important concern is raises, as to where we can find information about our customers? We can have an improved understanding of our customers by analyzing maximum sources. The most business-friendly tactic is to have a combination of quantitative as well as qualitative analysis. We must commence with numerical data first and will have to gather it from scratch or convert the descriptive facts into numbers. Subsequently, we must draw conclusions in the qualitative analysis of our experiment to understand given numbers so that we can understand the individuals and circumstances we’re studying in a better approach
Moreover, it is of paramount value to talk to our employees as they are serving our customer on daily basis. They have a better and advanced understanding compared to anyone else about the likes and dislikes of the customers with special preferences. Their engagement level is very high compared to the executive management. If we organize our data with their feedback, we can not only benefit in analyzing and improving customer experience but can it also contribute to our SWOT analysis. Now other than that for customer experience analysis we have to consider performance analysis, campaign-centric analysis and research analysis.
Performance Analysis
Perhaps the best known or more agreed form of customer experience management is performance analysis. For this an organization reviews when are things working and when are they are not. Let’s say, we may inquire why are buyers visiting our website, but then leaving without making any purchase? When it comes to campaign-centric or events-based analysis it is applied to a particular marketing campaign or business occasion. These events can comprise of launching of a new product, a future merger, or a big sales time like Black Friday. For these occasions or promotions customer experience is very important and can be modified.
Research Analysis
The last important method of customer experience analysis is research analysis. It can go along with performance analysis or campaign-centric analysis; however its ultimate aim is different from them. Research analysis discovers trends and understandings in the customer feedback data. This data can be utilized for innovation purposes, research for new product, or as a component of our ongoing endeavor of our product/service improvement. Our team for customer experience management must be exploring insights and larger picture views on continuous basis in the data of customer feedback data. By doing these efforts it shows our commitment that we are actually keeping the customer as the center of attention for our business and truly implementing their opinions in our business strategies.