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Using Data to Measure CX Performance

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CX performance dashboards

People talk a lot about data. Big data has been a hot topic for the past few years. But often, organizations don’t know what data they have, let alone how to use it.

From the Customer Journey Framework, each tier should have a list of data sources aligned to each capability. By reviewing each of these, a company can extract the key metrics and aggregate them into a dashboard that enables a simple traffic light report of the entire customer experience.

Using tools such as PowerBI enables visualization from these multiple data sources to help the organization better measure the what and where. This is a far more powerful insight than blunt tools such as Net Promoter Score (NPS), which don’t identify the why.

Start by reviewing what you have today. It’s likely to be very little or siloed to each business area. By working with technical colleagues, you will develop a rich picture of what the organization could have, but doesn’t make use of today.

In the customer experience map, note the data available for each capability and whether it is used today.

Analytics packages

Before you can create insights, you must capture the data. Across the customer journey, there are multiple types of data available.

For example, in retail footfall, counters are available via wifi pinging to understand how many customers are in the store. Interactions cover purchases, activities, and customer services. These make for interesting charts to understand current volumes, but do not affect the customer experience itself.

By collecting explicit loyalty data from an individual account, you can recognize and offer the most appropriate reward or points collection. Also, analytics can identify individuals and behaviors, which is critical in establishing relationships with those that matter.

Analyzing hypotheses

Assessing data can lead to several hypotheses. These what-if’s can be tested to understand what specific combinations are most appropriate for your audience.

For example, you may wish for more prospects to become email subscribers to receive offers. There are several elements – image, headline, standfirst, and call to action. Using a few variables, platforms can test and automatically optimize for the best performing combination.

By using data, you can know, not guess, how to improve the experience.

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Jonathan Lovatt-Young

Jonathan has over 20 years' experience in the areas of digital design, brand strategy and user experience. He has held senior roles within a number of high-profile agencies and consultancies including Tribal DDB, Accenture Digital and DigitasLBi, working with a range of major clients. 

By the end of this topic, you should be able to:

  • Systematically analyse CX within an organisation
  • Evaluate methods for delivering a designed CX
  • Reflect on tactics for maximising customer experience for an organisation

    The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

    You can find more information and content like this on the Digital Marketing Institute's Membership Library


      CX Essentials
      Jonathan Lovatt-Young
      Skills Expert

      This short course covers the principles of customer experience, or CX, and demonstrates techniques and useful tools that you can use to manage CX for an organization.

      You will learn how to:

      • Understand the basic concepts of CX
      • Understand the steps involved in assessing the current CX
      • Understand the best practice processes to design what the CX should be
      • Understand the best practice methods for delivering the planned CX
      • Understand how an iterative approach to customer experience design can improve organizations’ overall performance