Companies looking to deliver improved customer experiences can utilize customer experience analytics tools in order to gather, analyze, and derive actionable insights from customer data.
Often referred to as CX (customer experience) analytics tools or (more broadly) customer experience management solutions, these programs offer a range of features that benefit your company and help your team gain valuable insights into your customers’ preferences, pain points, and expectations.
What Customer Experience Analytics Tools Can Do For Brands
Customer experience analytics tools help your organization:
Understand customer behavior. CX analytics tools are designed to help your company achieve a better understanding of how customers interact with your products, services, and websites. This includes tracking customer journeys, identifying touchpoints, and analyzing the paths customers take when interacting with your brand.
Map the customer journey. These tools can also assist in creating a customer journey map template or framework that illustrates the various touchpoints and interactions that customers have with your brand. Mapping this journey helps businesses visualize the customer experience and identify areas for improvement.
Analyze customer feedback. Customer experience analytics tools can also analyze data from various sources of customer feedback, including surveys, social media, online reviews, and support or service interactions. Later on, we’ll look more closely into how these tools can work specifically with data from reviews and feedback.
Measure and improve customer satisfaction. Satisfied customers are more likely to remain loyal to your brand. When customers are happy with their experiences, they are less likely to switch to competitors. CX analytics tools can help drive improvements in customer satisfaction levels by analyzing customer sentiment and identifying areas where customers are happy or dissatisfied.
Increase personalization and improve brand messaging. Customer experience analytics tools often support your team’s personalization efforts by using customer data to tailor marketing messages, product recommendations, and promotional brand content. This ensures that the voice of your brand resonates with customers.
Predict customer behavior and anticipate customer needs. Some CX analytics tools also incorporate predictive analytics to forecast customer behavior. This empowers organizations to look through the lens of customers, equipping teams with the intelligence and foresight essential to delivering 5-star customer experiences.
How Customer Experience Analytics Tools Work with Online Reviews and Customer Feedback
Customer experience analytics tools, such as those offered by online reputation management software ReviewTrackers, can help bring to the surface the most relevant keywords used by your customers in their online reviews.
These tools are typically powered by advanced natural language processing (NLP) and machine learning technology, which analyzes unstructured data found in reviews and makes sense of massive amounts of customer feedback. This empowers your team to discover and understand not only what customers are talking about, but also how they feel.
Get More Out of — and Do More With — Customer Feedback
Whenever customers review your products, services, business locations, or brand, they’re also sharing information more useful than what you’ll ever get from star ratings or satisfaction scores. The free-form textual information in their review content, for example, can be analyzed for actionable insights that your organization can harness.
Customer experience analytics tools crystallize this information into insights, helping you achieve a more accurate, complete, and unified view of the customer.
- According to IBM, 80% of all data — including data from online reviews and customer feedback — is unstructured and typically difficult to analyze and understand.
Easy-to-digest insights. Unlock the potential of that 80% and gain value from the analysis of unstructured review and feedback data. Then take action based on what you learn.
Sentiment analysis. A number of customer experience analytics tools provide measurement of positive and negative language, helping your team pin down sentiment data, emotions, and feelings. This allows you to see more clearly than ever what customers like and dislike about your brand.
High-impact trends and patterns. With customer experience analytics tools, your company can capture the Voice of the Customer data found in reviews and discover the trends and patterns that define their experience. This, in turn, helps your entire team — from the C-suite to the frontline — find meaning in online reviews and customer feedback.
By using customer experience analytics tools, brands can make data-driven decisions, adopt a more integrated CX approach, enhance customer satisfaction, and ultimately improve their bottom line by providing better overall customer experiences.