Just when your data strategy was ready for the modern marketing landscape, the customer experience (CX) came along. Here’s what you need to know.
Your data strategy is a critical part of your ability to make smart business decisions. For many marketing teams, their data strategy has just caught up with the ever-evolving digital landscape. Yet the reality is that despite these evolving strategies, many organizations are struggling to adapt to the latest data need they’re facing. With an increasing focus on the customer experience, many organizations are beginning to wrestle with X-data.
What is X-data? X-data is a term that refers to customer experience metrics. Sometimes these overlap with statistics you might already track for sales or marketing. In other cases, it’s new information—or at least evaluated in a completely different light. If you’re focused on customer experience delivery, and that’s not reflected in your data strategy, now is the best time to rectify that issue.
Net Promoter Score (NPS). One of the most common ways companies measure their customer satisfaction is through the net promoter score. Customers are asked how likely they are to recommend a company to friends and then ranked along a scale from 1–10. They fall into groups that range along a spectrum from those who recommend you to those who don’t. The NPS can be tracked over time and used to develop account-based strategies for specific customers.
Experience Satisfaction Scores. The NPS tends to look at the satisfaction level a customer has over his or her relationship with your brand. Experience scores are more specific. Did they have a good experience buying a specific product, for example, or was a customer service agent able to resolve an issue? Experience satisfaction scores help you hone in on data about specific parts of your process. They’re most helpful in quickly identifying places where your process is breaking down, and then you can remediate them to improve your CX.
Customer Effort Score. The customer effort score is a bit different than the NPS or a satisfaction score. In many ways, the customer effort score looks at how hard the customer had to work in order to complete a task. Let’s say they’re on your site searching for a specific product. Did it pop up immediately or take some digging? Typically, a good customer experience strategy eliminates friction. High effort scores can identify lines of effort that need immediate attention.
If you’re working on improving your customer experience delivery, data can help. Make sure your data plans encompass the customer experience that you’re delivering. It will provide critical insights into how to move forward, as well as your best options for improving your process and measuring performance over time.