Data Without Customer Experience Insight

by Jeannie Walters

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I was honored this week to be asked to serve as a special guest on #CXO (Customer eXperience Optimization) Chat – a weekly Twitter chat focusing on many aspects of customer experience.

This week’s topic was nuance – as in, what’s the point of all those numbers we track if we don’t gain insight and context as a result?

A few key themes:

  • Numbers are only as good as their interpretation. If you are collecting metrics and not analyzing what it might mean, tracking the changes you make and understanding what’s moving those numbers, those reports are just window dressing.
  • Nuance should be considered in many ways – how you listen to your employees, how you communicate with your customers, and how seriously you take the small change in your data.
  • As Vala Afshar so eloquently put it, ” improving the customer experience is a team sport. The #CX map must be co-created by all lines of business.” Lots of agreement in understanding the customer experience journey as something to build, evolve and gain insight and input from multiple sources.
  • Tabitha Dunn and Shep Hyken added the additional support that asking once is nice, asking twice is better. Critical insights can be gained by getting more people involved in the process of understanding your customer’s experience. You’d be amazed at how much you can miss the next time around.
  • Consider both structured AND unstructured data as important to your analysis.

It was a great, big discussion with many outstanding customer experience thinkers. For the complete discussion, check out the Storify. Thanks to Natasha Gabriel for inviting me, and to all those who participated. If you get a chance, please join us on Twitter at 12:00 pm Eastern on Mondays by following the hashtag #CXO and joining in!

What do you see as the obstacles with tracking all this data?

Photo Credit: MervC via Creative Commons license

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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