6 Ways to Conduct a Customer Experience Analysis

86% of consumers are willing to pay more for a great customer service experience. A business’s customer experience must be a priority. The infamous old business saying, “If you make it, they’ll come,” no longer applies. The market is changing. You must provide an incredible experience for your customers, not just offer innovative products/services. But, it isn’t easy to ensure a delightful customer experience (CX). Even when you learn your customers are happy with your products/services, you cannot ignore the value of a CX analysis. After all, customer loyalty matters the most in this highly competitive world. According to Temkin Group, loyal customers are seven times as likely to test an offering, five times as likely to buy again, and four times as likely to refer. To stay competitive, it is imperative to conduct a customer experience analysis from time to time. Only then can you improve your customer support.

What is Customer Experience Analysis?

It’s imperative to create a positive customer experience. We live in a customer-centric environment. Customer experience across channels is key to determining where and how people shop. Your customers need some degree of engagement and personalization as they interact with your brand. However, your brand may not align with your customers’ expectations. Analyzing customer experience thus becomes more important.

Customer experience analysis is a method for measuring whether your product/service meets or exceeds customer expectations. Your business may fall short of fulfilling those. The term is highly relevant for business leaders and progressive brand builders. When analyzing customer experience, you should understand customers’ needs and wants to provide a personalized service. You should also systematically capture every customer interaction and analyze it in and out.

Ways to Conduct a Customer Experience Analysis

A customer experience analysis strategy is paramount when exploring ways to conduct a customer experience analysis. Here’s how you can customize your customer experience methodology to create a better experience for your customers.

1.   Performance Analysis

In this part of the process, a company analyzes its website to identify what goes wrong and what goes right. A company conducting a performance analysis may ask why customers who visit its website leave without purchasing anything. During performance analysis, you may look at your product or service individually or at your business. Measure your customer success via the many sources of customer feedback of data. Only then can you best understand your customers.

Using a help desk ticketing system also gives you valuable insights into what customers think about the website and customer service. Another part of performance analysis is finding out if your customers would recommend your service or product. Net Promoter Score (NPS) is a common metric used in this context. Identify what helps to drive web traffic and changes you should make to the website to generate more sales.

Analyzing your website or online portal to check for declining sales or whether your customers act as brand advocates enables you to improve the overall customer service experience. As you improve your customer experience management (CEM) key performance indicators, your online sales increase, which drives business growth.

2.   Utilizing a CRM

Surveys help brands gain valuable insights into how customers respond to their experiences. In order to conduct a survey at a large scale, you make use of a CRM tool.

Most of the CRM software features the ability to organize customer feedback. You can even integrate a customer feedback program within your existing CRM. The goal is to consolidate all consumer data in one place.

According to Luminoso, an analytics company, “Make sure you’re leveraging every piece of data you have! Text data is invaluable to understand the “why” behind customer trends and for pinpointing specific drivers of customer delight and loyalty. Still, your quantitative data can help bring more context to the insights and trends you find in your unstructured text.”

3.   Net Customer Needs Solution (NetCNS Survey)

The process of NetCNS provides for an in-depth understanding of the customer needs that make up the NetCNS score.

Brands know how their product/service better fulfills their customer requirements. Where should I focus to make improvements? This is what the NetCNS Survey helps you with.

During this survey, you gather your customers’ needs and wants, group them, and then analyze them. The analysis shows the gap between the needs your brand has met and the number of unsatisfactory occurrences.

4.   Campaign-Centric Analysis 

Applied to a specific company event or a marketing campaign, this kind of analysis enables you to take action beforehand. You can quickly check for any changes in consumer sentiment or problems with the newly launched product/service. Doing so may save your business from a bigger, long-term, and irreparable issue. Let’s look at a real-life example.

When VMware changed its global pricing strategy, it kept a close eye on customer feedback. After 6 weeks of critical comments, the CEO reversed the policy to the utmost delight of customers. Make your CEM team part of the merger team as soon as your organization is about to go through a big merger that may affect your customers. Keep the transition smooth and customers delighted with a campaign-centric analysis program in place even before the merger announcement.

5.   Net Promoter Score Survey (NPS)

Measure customer loyalty and drive brand promotion using NPS surveys. Any customer experience analysis strategy is incomplete without surveys. Surveys give companies plenty of information on where their pain points are.

The higher the NPS score, the better. Most brands that take consumer sentiment seriously use NPS scores to gauge overall customer satisfaction. Spot at-risk accounts and identify areas for improvement to improve customer experiences. Over time, NPS programs boost proactive account management and reduce customer churn. You may employ a survey-making tool, and this tool enables you to create amazing NPS surveys.

6.   Research Analysis

Companies should conduct research analysis alongside campaign-centric or performance analysis. In this stage of customer experience analysis, look for trends and insights in your customer feedback data. The data gathered helps improve the customer experience.

You can also use the data for new product research, innovation, and improving your existing product or service. Your CEM team should look for insights and the bigger picture in your customer feedback data. Keep the customer at the core of your business and incorporate their feedback into your overall business plan.

The Bottom Line

Conducting a customer service analysis is not an easy task. However, the benefits far outweigh the negative. Businesses that invest resources in improving the customer experience enjoy far better customer retention than those that spend their resources elsewhere.

While the customer experience wasn’t a priority in the past, it is quickly becoming crucial, as companies that fail to improve their customers’ experiences will be left behind.

Author Bio: Dwayne Charrington is an expert in customer service and ongoing trends in the customer support industry. He conceptualizes and creates content for ProProfs Help Desk and has extensive experience in SaaS-based products. In his free time, he likes adventure sports and traveling.