The Right Data - Topbox

A Step-By-Step Guide to Building a CX Program

Building a CX Program Foundation CX Data

Data is growing exponentially every year, faster than any company can manage. In 2016, 90% of the world’s data had been created in the previous two years*. Not to mention, 80% of that data was unstructured language*.

But the hype of “Big Data” has passed and the focus is now on “Big Insights” - how to manage all the data and make it useful. A company should not be allocating resources to collecting more data through expensive surveys or market research - instead, they should be focused on doing a better job of listening and reacting to what customers are already saying by unifying the voice of the customer with data that is already readily available.

It's critical to identify all the available customer interactions and determine value and richness. Be sure to think about all forms of direct and indirect interactions customers have. This includes:


  • Calls
  • Chats
  • Emails
  • SMS
  • Surveys
  • Web Forms
  • Reviews (on-site)


  • Social
  • Reviews (third party)
  • Comment Boards
  • Media
  • Blogs

These channels are just a handful of the most popular avenues customers use to engage with brands. Your company may have more, less, or none of these. Regardless, the focus should be on aggregating as many as possible to create a holistic view of the customer.

This does not mean only aggregating your phone calls and chats, this includes every channel your customers talk with, at, or about your company. You can’t be selective when it comes to analyzing your customers by channel. All customers are important, and they may have different ways of communicating with you.

Imagine if someone only listened to their significant other in the two rooms where they spend the most time, say the family room and kitchen. They would probably have a good understanding of the overall conversations (similar to a company only reviewing calls, chats, and social); however, ignoring them in the dining room, bedroom, kids’ rooms, and backyard, would inevitably lead to serious communication problems.

Yes - phone, chat, and social data is extremely rich, accessible, and popular, but that doesn’t mean you should ignore other customers. Every channel is important. Each is used by a different customer, in a different manner, and serves a different purpose, some providing more context than others. You may find your most important customers aren’t always the loudest and may be interacting with you through an obscure channel you never thought about.

Leveraging Topbox makes it seamless to aggregate customer interaction channels. With this type of technology, there really is no excuse to not analyze all customer dialogues at a fully aggregated level. As customer channels continue to evolve and change, you’ll want a solution that is not committed to a single channel, but to your customers and what they have to say.

When looking at qualitative interaction data, it is beneficial to bring in extra metadata in order to create robust customer cohorts. Determine if there is other metadata or secondary data that may help provide improved insights and enrich the story you are trying to tell. Some examples of supplemental data include:

  • Purchase history and behavior
  • Clickstream data – web visits, engagement
  • CRM data
  • Personas
  • Membership data
  • Marketing data

Quantitative data can be extremely valuable when further quantifying the unstructured qualitative data. Working with established analytics teams to combine qualitative and quantitative data allows you to see the complete customer experience as well as understand a customer’s intentions and impressions.

Your company may even have more data that you aren’t aware of... and that's ok for now. Leverage the data that is currently available today, but always be thinking about what to analyze next to stay one step ahead of the customer.

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