Enabling positive customer experiences do not happen overnight. It takes a lot of data and analyzing data to correlate with right customer interaction to make it positive. Customer data, in any form–Application Interaction, Social Media, and Support Interactions can create actionable insights to improve CX. Being able to understand which data to capture and analyze for engineering teams can help businesses to strategize their GTM plans.
However, businesses, no matter how data-driven, need to look beyond the traditional data. As more focus turns to provide hyper personalized customer experiences by brands, we should all be thinking about how future customer experience may look like. How can leaders enable organizations to thrive in a ‘putting-customer-first’ world?
Perhaps brands can start by thinking about these three things:
- Devise a customer data-driven strategy
- Platform development backed by data
- Continuous iteration for incorporating feedback
Devise a customer data-driven strategy
We live in a world of tech behemoths. Alibaba, Amazon, Facebook, Google, Microsoft, Netflix, Tencent, and a few other giants have found niches by building digital aggregator platforms. These organizations capitalized the power of data and harnessed to define customer experiences based on preferences and behavioural patterns.
In an information economy, business leaders must take lessons from the tech giants about the power of data and the influence it exerts in defining business strategy. Data-driven strategy helps businesses to create digital products with better appeal, data to anticipate and reshape products as per consumer preferences.
Data sources like social media, consumer forums, review platforms, customer and post-sales service are the real mines to devise product roadmap, enhance customer experience, grow customer loyalty, and engineer top-class products.
|Customer Experience Metrics||Data||How|
|Growing customer lifetime value||Customer purchase behavior, target persona, shopping patterns, customer reviews||Agile, Automated and Personalized Digital Experiences. Build intelligent digital platforms to interact with them.|
|Customer Effort Score||Websites, in-app browsing, marketing interactions, chat, social media, customer support, and in-store||Build customer-focused dashboards. Next-generation interactions powered by machine learning and intuitive interfaces.|
|Customer Satisfaction Rate||All existing channels including voice, email, SMS, chat, Messenger, Twitter, WhatsApp, WeChat, Slack, and more, often without human oversight||Digital innovators to gather and unify data from multiple sources to build product roadmap and release features customers are waiting for.|
|Customer Sentiment Analysis||All Customer Data||Integrate natural language processing for reading customer sentiments across platforms.|
Platform development–Data that matters
Development teams understand the technologies, architecture, and framework of the product, but data gives them insights to better understand what makes a customer journey positive. Customer data provides deep knowledge of customer behaviour–what they want, what are they talking on social media, what are the features they like, how many pages they scroll before they buy and other granular details.
Any software–eCommerce, enterprise mobility apps, gaming apps, CRMs must be deeply shaped by consumer data and behaviour. Organizations must invest in building systems to help developers understand what customers think and what they do to infuse those data insights into product roadmap. How is this customer-driven development possible?
One of the tech giants made a special team called Customer Driven Testing and Development Team (CDTD). They follow three main principles to provide unparalleled customer experience–simulate customer environment as near as possible, every change request links to customer data and analysed by engineers (all of them wear two hats–engineers + customer support) and having early testing with customers. They have achieved enormous success with the model.
We did something similar for one of our clients. Qentelli has built a customer experience analysis platform and upgraded continuously to achieve steady improvisation. Based on years of data collected from varied sources, we can map 360-degree view of customer lifecycle and their sentiments about brand and create a list of features that business can leverage to create enhancement requests or user stories. This helped development teams to understand how features and product upgrades must deliver a certain aspect of improving customer experience. This way all our development and testing efforts focus on building customer experience. Learn about our Customer Experience Solutions.
Continuous iteration for improving Customer Experience
Data backed development exposes the vulnerabilities of development and testing practices in building wholistic customer experience. In response to ever changing customer demands, technology leaders have relied on Data-backed development and including feedback for continuous iteration.
These iterations are possible with customer data and engineering. Within most companies, these two are fragmented elements together under a single umbrella. Once the silos have been removed, they can work together to improve customer experience metrics.
DevOps based development practices enable teams to administer feedback loop from customer-facing live environments. Any hiccups in customer experience will trigger the system to resort to the most stable version automatically. This keep customer experience intact.
Data makes Customer Experience
The complexity of the modern data is already fuelling concerns for technology leaders to derive value from data and integrate them into fast pace development practices. Under this new competitive data model, the deciding factor is not just how fast you ship your code but also how it increases customer experience metrics.
Which customer data are you capturing and integrating in development to improve CX metrics? Is your approach to CX measurement journey data-driven? Get in touch with us to improve your CX metrics by altering development practices backed by right customer-data.