A Step-By-Step Guide to Building a CX Program
Executing A Successful CX Program Analyzing the Data
Once you have established the personnel, support, organization, and goals of your CX program, the next step is execution. The first thing you’ll want to do as a CX team is to start delivering insights. With all the data gathered, this step is meant to be fun and enlightening. All the hypotheses you and other teams have can now be put to the test and explored in detail.
When reviewing the data, focus on two major elements: what your customers are saying and what your business is currently focused on. The key is to find a happy medium between the two, without being too specific. Focus on experiences at a high level and slowly drill down to more specifics.
Analyzing customer interactions is about finding anomalies that help you understand how your customers feel, why they feel that way, who feels that way, and what the impact is. The best way to answer these questions is to do the following:
- Start analyzing data by whichever part of the customer experience that's driving the most interactions. Identify at a high-level which part of the customer experience is causing the most frustration. In some cases, you may begin this process with a specific business function already in mind.
- Begin prioritizing these experiences based on the friction of your customers' experience. Aim to tackle the lowest hanging fruit.
- Once you have prioritized the friction points, start analyzing the data by more granular cohorts of customers. For example, channel, demographics, frequency, date/trends, survey and review scores. The objective here is to identify who is having the most difficult time with the broken customer experience.
- After identifying the cohorts of customers who are struggling with your customer experience, drill down deeper into the conversations they have had with your company and uncover the root cause of the friction. Gather context and specifics, as they may come in handy when reporting the issue. Leave no stone unturned.
- Lastly, quantify or monetize the issue to help your team and other business functions understand the scale of the issue.
It is also worth noting that some customer experience issues may permeate multiple business functions. It's important to note these, as experiences that are impacted by numerous business functions tend to have additional issues and gaps. This is often due to business functions working in silos, something a CX program should focus on exposing and eliminating.
When looking through the data, it may not always be issues you identify but opportunities as well. While analyzing customer frustrations, you may come across opportunities where the customer voices their wishes and aspirations. These insights are just as valuable as insights that expose friction points. Identifying what customers want and acting on their desires will help your company stay one step ahead of the competition.
In summary, analyzing your customer interactions begins with a set of hypotheses and a high-level view of your customer experience. From there, the focus should be to detect anomalies across the customer journey and gather context.
If you need help with your data analysis, Topbox is a robust solution that leverages AI and machine learning to automatically analyze all customer interactions and expose the friction points your customers are experiencing. Using a solution like Topbox will allow you to learn more about the customer experience with speed and precision.
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