The face of the digital landscape is changing, and at a rapid speed. Digital disruption now significantly impacts the way we communicate with customers every day. Plus, new technology means there is an overwhelming amount of data we can gather – and produced in a real-time setting.
It’s now more important than ever to understand which statistics need monitoring to reveal the strengths and weaknesses in our customer journeys. Put simply – which numbers matter?
What data can we collect?
Even smaller operations will typically be collecting a vast amount of data from many categories, across multiple channels and departments:
| Brand Image | Financial | Operational |
|---|---|---|
| NPS (Net Promoter Score) | Gross margin | Volume per channel |
| Customer Satisfaction | Cost per Acquisition | Abandonment |
| Self-Service Rates | Conversion Rates | Average Handling Time |
| Social Media Listening | Average Transaction Value | Repeat Contact |
| Engagement Rates | First Time Resolution |
With all this data, and more besides, pouring in from every touchpoint and channel across the customer journey, we’d be forgiven for losing our way. But one simple question can guide us through…
What’s Your Key Objective?
This may seem an obvious question, but its answer will determine which figures we should focus on – and which we can ignore. When it comes to streamlining the customer journey, we’re typically asked to deliver one of two key objectives:
- Reduce Agent Workload
- Shorten Journey Time
Combining both of these factors successfully will result in significant cost reductions, whilst simultaneously improving the customer experience.
Reducing Agent Workload
From reducing repeat contact across different channels, to increasing positive abandonment through self-service – this can be achieved in a variety of ways. Removing workload from your agents often has the knock-on effect of improving customer experience, connecting the customer with the right solution first time.
Shortening the Customer Journey
Data analysis shows us that when a journey is shorter, and involves less touchpoints, it’s more effective and more successful. This means high self-serve rates, lower transfer rates, higher customer satisfaction scores and more first time resolutions.
How do I use data to improve my customer journey?
At Adexchange we’ve refined a 5 step process:
- Agree the key objective
- Identify the key data fields
- Benchmark existing performance
- Draft the solution
- Measure the improvement
Find out more about our process, and how it might help your organisation here.
