Making sense of data in the world of customer experience
Dr. W. Edwards Deming gave us the wonderful saying, “In God we trust. All others bring data.” The reality is today enterprises are truly drowning in customer experience data. With so many data sources and so much computing power driving technology improvements, the move to the cloud and the brilliant minds that continue to develop solutions are bringing us closer to our customers, faster and on-demand.
Websites and native mobile apps have been elevated to the center of gravity for almost any organization, whether or not it also has brick and mortar locations. Who would have thought that even in the midst of a pandemic, companies can continue to serve their customers, be attentive to their needs and preferences while adhering to social distancing?
This is our new digital reality.
So in this world, I recognize three traditional sources and perspectives of customer data.
1. Application performance management
For decades, IT has been relying on Application Performance Management (APM) solutions. These provide the “temperature” of the digital assets, the overall health of the web/mobile app. The IT teams get a view of the operational life of these assets, like whether it’s available, it’s it loading quick enough, etc.
2. Big data analytics
On the other side of the scale, we find traditional analytics solutions. These are massive consolidators of data, from multiple sources, types and disciplines, aiming at showing one cohesive and credible analysis of the data that was gathered. They give a good (albeit delayed) picture of traffic entry and exit points but are blind to what happens in between and why.
3. Voice of the customer
Last but not least, there has been a growing focus on Voice of the Customer (VoC) tools. These solutions show an indisputable perspective of how the customer felt after one or more interactions with an organization. Whether they were asked, via a survey sent to the user, or given proactively by the customer, VoC shifts the focus away from the explanation (or excuse) on what went terribly wrong or perfectly right to what the customer thought of it.
Complete your CX tech stack with digital customer experience analytics
Each of these solutions cannot exist in a silo. Independently, each one is certainly not enough to paint a true picture of the end-to-end customer experience and customer journey. The most digitally advanced enterprises usually have all of these solutions in their tech stack. However, there is one type of solution that allows these enterprises to instantly complete their picture and gain a true 360-degree view — the digital customer experience solution.
In this domain, Glassbox stands out as the best solution for your enterprise.
Imagine you’re experiencing a decrease in demand for an item in your catalog. WIth your current solutions, try narrowing down the exact time where the deviation occurred. First, quantify the loss in revenue. Next, analyze how many of your customers were affected. Oh yes, go back to the same day and hour, in the last 12 months. Check if there was any error in the environment. Don’t forget to check every type of error or shortage. Pull a report of the feedback from customers in the hours before or after. Run an A/B test on potential tweaks and promotions to the item. Have your solution provide you with the anomaly analysis. But please, do it all in real time. And in order to ensure that you experience exactly the same thing your customers have, run a video-like playback of the sessions associated with the triggers that affected conversions of that particular item.
You guessed it right. The only solution that can give you the above sequence and visibility is the Glassbox digital customer experience platform.
Our goal is not to replace your APM, analytics or VoC tools. Glassbox is located right in the intersection of the other components of the ecosystem and ensures an added layer of visibility, real-time analysis and rapid reaction. It bridges the gaps between the different tools in your stack, creating a single source of truth, a visual language anyone in your organization can understand. Get access to the entire customer truth. And nothing but.
Don’t settle for a partial view of the customer experience that requires days to gather and even longer to figure out the root cause of issues. When it comes to your digital channels, go from a blackbox, to a Glassbox.
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