CX + Operational Data - a Winning Combination

Customer Experience

CX + Operational Data - a Winning Combination

August 17, 2023
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Customer experiences don’t occur in isolation, so why should your data? By connecting and visualizing CX data alongside other relevant operational data, you gain a more comprehensive understanding of your customers and the bigger business perspective, enabling you to make more informed decisions.

Too often, Customer Experience programs operate in a data silo, only able to integrate with and connect limited customer data. That limited view may mean you’re only getting a fraction of your relevant sales, support, account, or even sheer number of customers being included in your metrics. 

There’s a myriad of benefits that come from placing CX results alongside operational data. Here are just a few:

  1. Improved Customer Segmentation: By combining CX data with other data sources, such as demographic data and purchase history, businesses can create a more detailed profile of their customers and segment them more effectively. This can help businesses tailor their marketing efforts and provide a more personalized experience for each customer segment.
  1. Enhanced Customer Understanding: CX data provides information on customer interactions and satisfaction, but other data sources such as social media and online reviews can provide additional insights into customer behavior and preferences. Combining these sources of information can give businesses a more complete picture of their customers and help them understand their needs and wants.
  1. Better Decision-Making: Combining CX data with other data sources such as sales and financial data can help businesses make informed decisions about their operations and strategy. For example, combining CX data with sales data can help businesses understand the impact of customer satisfaction on sales, and vice versa.
  1. Improved Customer Experience: By combining CX data with other data sources, businesses can identify trends and patterns in customer behavior and use this information to improve the customer experience. For example, combining CX data with data from website analytics can help businesses identify areas of the website that are causing frustration for customers, allowing them to make improvements to enhance the experience.
  1. Reducing Cost to Serve: Combining CX and operational data can help facilitate process improvements and reduce cost to serve.  For instance, if operational data shows high levels of waste or inefficiency, CX data can help identify the impact on the customer, such as delayed shipments or poor product quality. Having these two data sets together gives you a stronger case for addressing the underlying problem and creating a more efficient business.

In short, visualizing operational data alongside CX data can help businesses identify opportunities for improvement that they might miss by looking at either type of data in isolation.

If you are looking to amplify your CX program by integrating operational data, get in touch and we’ll show you how. 

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