Customer Analytics

How Are You Measuring Your Digital Customer Experience?

Share this post:

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:

Uncover

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.

Investigate

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?

Confront

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.

More stories

IBM Watson Marketing named a leader in customer analytics solutions

We are tremendously proud to share that IBM was ranked as a Leader in The Forrester Wave™: Customer Analytics Solutions, Q2 2018 report! About the report The Forrester Wave report provides an assessment on a new type of customer analytics software categorized as “do-it-for-me” (DIFM) and evaluates key criteria for marketing and CX buyers to […]

Continue reading

Two Tech Giants Just Changed the Customer Experience World

In the late ‘90s, I wasn’t worrying about contributing to my 401K. Heck, I probably didn’t even know what the term meant. For better or worse, time progressed and the word 401K now comes up way too much in my social circles. The world has changed drastically since the ‘90s and ecommerce is no exception. […]

Continue reading

The Future of the Ecommerce Customer Journey

I’ll say right up front, I’m fortunate to be apart of one of the coolest experiences in the world, being a Futurist for IBM. I get to observe companies doing extraordinary things in the ecommerce space and engaging with customers as they move through their journeys. It’s obvious that marketing to consumers is becoming ever […]

Continue reading