March 1, 2016 | Written by: Katie Devlin
Categorized: Customer Analytics
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Having spent a lot of time in an airport as of late, I had the opportunity to dive into IBM’s newly released CMO study. I found one statistic extremely surprising: 63% of CMOs are prioritizing investment around delivering deeper, more relevant customer experiences this year. Ok, so maybe this wasn’t a surprise to me and I really hope this wasn’t for you. Here at IBM, we’ve been talking about the importance of delivering serendipitous customer engagement for a long, long time – marketing so good it feels like a service, right? So how can you, a marketing professional, truly understand the when and where of how your customers expect to be engaged?
I recently had the pleasure of attending a webinar featuring Andrew Hogan from Forrester Research, an analyst serving customer experience professionals, to discuss his research on the top ways to measure the digital customer experience. Successfully measuring the digital experience is not an easy thing to do. Fragmented teams, the inability to understand the ‘why’ behind an issue, and the challenge in implementing actionable change all become barriers in achieving a true understanding of customer experience.
However, getting over these hurdles can be accomplished. Andrew explains that it comes down to three things:
Take the time to look back and identify the universal interactions that your digital customers experience. Then map those journeys to define the appropriate metrics and sources that influence those behaviors.
Gain feedback into each component of the digital journey to determine the qualitative insights of the interaction – what is the process that goes into a particular event on your website?
Design a process for verification. The ability to make changes is a lot easier on the digital front than physical stores. It’s crucial to hold the appropriate stakeholders accountable to ensure the metrics derived from the uncover and confront stages are continuously improving.
Research shows that 51% of customers who left companies blamed their exits on bad online experiences. But it’s not just one customer who you’ve lost. Customers are more engaged and communicative than ever before. Most likely, they are turning to social applications or sending a text to friends and family to share that negative experience. When that happens, you’ve lost additional potential customers before you even had a chance. Diligently measuring the digital customer journey empowers businesses to gain insights into what works and what doesn’t in order to create meaningful engagements that will keep your customers coming back.
You can listen to Andrew Hogan’s full webinar, Top Ways to Measure Customer Experience, to hear how companies found success with this approach and learn how IBM Customer Experience Analytics can support brands’ ability to understand customers and drive results.