How to Analyse CX Data for Best Results: A Short Guide


It can be argued that more than the customer it is the customer’s experience (CX) that matters today. For a business in the age of a pandemic, asking for feedback and acting on that feedback is essential. Whether it is a physical store or an eCommerce website, extracting and analysing CX data is an integral part of an active business cycle.

Often, especially when you are starting up, it can be daunting to know how to do it and what to measure. This short guide will give you some direction.

How to Analyse Customer Experience Data Effectively

Considering the CX data for analysis is an important part of this process. What to do next is relatively about identifying your buyer personas, asking them for feedback, and then acting on it.

1. Identify Your Customers but Take It Slow

Tracking and analysing the data extracted from all user journeys is a more extensive exercise and a good one for a complete marketing overhaul. However, when you want your CX data to be turned into action points, you need to define your personas.

This involves having a clear idea about your perfect customer. For example, a motor garage would focus on owners of cars that it specialises in. Do you focus on specific brands? Do you only work on hatchbacks and sedans? What about transmission and fuel type? Do you do modifications?

The key is to narrow down your buyer personas through different parameters. Of course, you will have multiple types of users, but having a clear idea about who you are looking at will make the CX activity easier and effective. Make sure you span it across a more considerable period to avoid quick conclusions based on limited data.

2. Measure Across Customer Touchpoints

Once you know who your customers are, the next step is to observe their actions and extract data. Do you have a physical store for your eCommerce business? If yes, then keep a feedback book at critical locations and encourage your users to provide it.

Studies suggest that gamification (where you give a discount in return for honest feedback) works well here.

For this, having a good setup is essential. In the current pandemic situation, on-site inspection tools can help you maintain excellent customer experience. The onus is on you to make your users feel satisfied as well as safe.

Billing counters (POS), customer care counters, offer and discount attractions, and general business interest are all customer touchpoints that need to be assessed to extract data.

3. Collect and Analyse CX Data

The data that you extract – whether it is in the form of written feedback or online comments – can tell you a lot about a lot of things about your business. Due to human nature, you are bound to receive more criticism than positive feedback. But learn to take them on your stride and convert them into actions.

For example, the Net Promoter Score (NPS) is a popular methodology to extract and assess Customer Experience data. It measures customer experience and checks how it will influence the advocacy cycle. Will your customer recommend your business to a friend? Yes or no, how likely are they to do it on a scale from 1 to 10? The why involved in this particular feedback is where your actions start.

If a user has been complaining about low-quality sanitiser at your supermarket, and you can capture this sentiment, you can turn it into a useful step, by not only upgrading the sanitisers but also informing the user about it. Advertising the change will give more benefits and reinforce your attempt at your customers’ safety.