According to Zendesk, 73% of customers say customer experience is a crucial factor in their purchasing decisions. And this is why no matter which business you might be in, without understanding customers, there's no growth. It's like racing through the journey blindfolded without getting to the end. 

Similarly, without deep insights into your customers, driving growth and success becomes an uphill battle. Customer experience insights provide the clarity needed to make informed decisions, enhance customer satisfaction, and ultimately push your business forward.

Key Takeaways

• Understanding Customer and Customer experience insights
• Importance of Customer Experience Insights
• Components of Customer Experience Insights

What Are Customer Insights?

Customer insights are a combination of customer analytics and market research data to give a granular understanding of customer needs and behaviour. Customer insights help you remove the guesswork by giving you patterns in customer interaction and identifying key consumer trends. 

What Are Customer Experience Insights?

Customer insights and customer experience insights are often used interchangeably. But they are not the same thing. While customer insights give you broad pictures of your entire customer journey, their behaviour, demographics, and customer experience insights give a bird's eye view into customer feedback. 

You can derive customer experience insights by analyzing data collected from different touchpoints. Some of these touchpoints include: 

• Customer Feedback: Surveys, reviews, and direct feedback.
• Behavioural Data: Website analytics, purchase history, and interaction logs.
• Social Media: Comments, mentions, and engagement metrics.
• Customer Service Interactions: Support tickets, chat logs, and call recordings.
• Net Promoter Score (NPS): A measure of customer loyalty and likelihood to recommend.

Why Are Customer Experience Insights Important?

How do you understand what your customers are expecting from you? Through customer experience insights, you can gather data and extract key insights that will help you put yourself in customer shoes. In other words, these insights provide you with a clearer picture of customer behaviour, preferences, pain points, and expectations. In other words, analyzing customer experience insights gives you answers to questions like: 

• Which changes are needed to improve your products and services? 
• How can you improve the buying experience of customers? 
• What steps can you take to provide customers with world-class customer support?
• Learn what customers are expecting from your brand. 

Examples Of Customer Experience Insights

To help you understand how customer experience insights can be applied in practical work, we have given some examples.

1. Customer Feedback Analysis

Insight: Customers consistently report dissatisfaction with the checkout process on an e-commerce website.

Actions to take: Now that you have identified that there's an issue with the checkout page, you can simplify the checkout page by either reducing the number of steps or offering a guest checkout option, ensuring it can take multiple payment options, etc. 

2. Customer Support Tickets

Insight: You have analyzed support tickets, and it revealed that a large number of customers are confused about a specific product feature

Actions to take: Improve the product's user interface for that feature, create clear instructional content, and train support staff to better assist customers with this issue.

Key Components Of Customer Experience Insights

There are five major components in customer experience insights. Let's take a look here.

1. Context

Humans are emotional beings. Studies have consistently shown shopping decisions are based on emotions. Hence, when a customer doesn't like the product, there might be several reasons, and it becomes critical to understand the context.

Context includes the customer’s location, physical environment, and mental and emotional state when interacting with a product or service. Even though the customer might have liked the product, due to their emotional state, they might have started finding faults.

2. Customer Action

The next component of customer experience insight is understanding what actions customers are taking when interacting with a service or product. This includes analyzing the steps they follow, the decisions they make, and the behaviours they exhibit. 

Customer actions provide valuable data on how they navigate through different stages of their journey, highlighting what works well and what doesn't. For example, tracking the steps customers take from browsing to purchasing can reveal obstacles that need addressing to streamline the process.

3. Channels

Communication channels are one of the most important parts of customer experience insights because they represent the touchpoints where customers interact with a business regarding their experience with products or services. 

According to Adobe, businesses having strong omnichannel customer engagement see a 10% year-over-year growth. There is also a 10% increase in average order value and a 25% increase in close rates. Hence, it's crucial to follow an omnichannel strategy and collect data from websites, mobile apps, social media platforms, email, in-store visits, and customer service interactions. Understanding which channels customers prefer and how they use them allows businesses to optimize these touchpoints for a seamless and cohesive experience.

4. Transitions

Transition is a movement of customers between different stages or touchpoints in their journey. It is essential to analyze how smoothly customers transition from one stage to another, such as from browsing to adding items to the cart or from purchasing to receiving post-purchase support.

Identifying friction points in these transitions helps businesses streamline processes and reduce potential drop-offs. Smooth transitions contribute to a positive overall experience and can significantly impact customer satisfaction and retention.

5. Journeys

Customer journeys encompass the entire experience a customer has with a business, from the initial point of contact through to the final resolution of their needs. Mapping out customer journeys involves identifying all the touchpoints and stages customers go through.

This comprehensive view helps businesses understand the complete narrative of customer interactions, including the highs and lows. By analyzing customer journeys, you can identify patterns, predict future behaviours, and create strategies that enhance the overall experience.

Strategies To Gather Customer Experience Insights

Strategy #1: Customer Support Interaction Analysis

This is the first place you must go to get raw customer experience insights. Your customer support staff is interacting with customers daily and these raw insights often have invaluable insights. 

Even if they only have short interactions, such as delivery drivers, they might be able to collect customer feedback that could transform the customer experience. Tools like Worknet’s Slack BI dashboard collect essential metrics about customer support interactions, which can help in identifying loopholes within the processes. 

Strategy #2: Social Media Monitoring

Customers are increasingly being vocal about brands they love and the changes they need. So, social media is an amazing place to gather genuine, hidden customer experience insights. And the best thing is social media monitoring tools automatically collect all these insights for you. 

You can use these insights to manage brand reputation, address rumours, tap into topics that your customers love, and understand your competitor's move. 

Strategy #3: Net Promoter Score

Next on our list is Net Promoter Score. It's such a simple yet powerful tool to determine customer loyalty by asking one question: “How likely are you to recommend our product/service to a friend?” How can you use this score? When you get a low score, go deep to find the root cause as to why customers aren't happy. 

How To Apply Customer Experience Insights?

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You will notice that customer experience management software will hardly get you anywhere as it's working in seclusion to other processes. You need software that can optimize the entire process. For example, you will notice that sometimes customers have to wait too long to receive phone support; some just don't like calls and prefer self-service options. 

So, you need to see the big picture when it comes to applying customer experience insights. Moreover, only collecting insights will not help. The best way to leverage customer experience insights is to use them in daily processes.

According to a HubSpot study, 86% of respondents believe AI will have a transformative impact on customer experience. And hence, you can just forget the role of AI in applying customer experience insights. 

Worknet.ai helps here as it combines the best of both worlds. It collects critical insights in the background and helps customer support staff make use of these insights almost instantly. It couples this facility with a self-service option like CoPilot which answers queries of customers automatically. 

For example, Worknet's Slack Bi Dashboard captures critical metrics like response time and rate no one is gathering. This ensures that you put processes in place to make positive changes and improve customer experience. 

Conclusion

As you move towards improving your customer experiences, remember that collecting insights is only the first step. The real value lies in seamlessly integrating these insights into your daily operations to create meaningful improvements. This is where Worknet.ai can be your strategic partner. Worknet.ai combines powerful data collection with real-time application, ensuring your customer support staff can instantly act on critical insights and provide exceptional service.