Customers will generally respond with little hesitation when asked to name their favorite brand. When pushed a bit further, the role of customer experience (CX) in peoples’ responses is sure to come up. In fact, 96% of customers believe CX is important when deciding which company to support. Following the pandemic, consumers were even more concerned about CX, with 73% saying they would switch brands due to poor experiences.
The way a company treats its customers speaks volumes about its brand values. The customer experience is the embodiment of those values in action. Creating a great customer experience, then, requires an understanding of what your customers want and need, and delivering it consistently at every touchpoint.
Technology has made it possible for companies to get closer to their customers than ever before. But with so many options and channels available, it can be difficult to know where to start. The first step is understanding what your customers want and expect from their interactions with your brand.
Once you have a good understanding of your customer base, you can start to think about how you can use technology to improve the customer experience. There are a number of ways to do this, but one of the most important is using data to gain insights into customer behavior.
This is where customer experience observability and analytics come in. By tracking customer interactions and analyzing their behavior, you can identify areas where the customer experience can be improved. This data can then be used to inform decisions about how to optimize the customer journey.
Customer experience observability and analytics are essential for any company that wants to create a great customer experience. Without these tools, it would be difficult to understand what customers want and need, and to make improvements that reflect those desires.
If you’re not already using customer experience observability and analytics, now is the time to start. These tools will help you gain a deep understanding of your customers and make sure that you’re always delivering the best possible experience.
How to Use Customer Experience Observability and Analytics to Improve Your Bottom Line
Will the value of customer experience only grow? That’s a safe bet. So, how can a company achieve Apple, Disney, or Amazon-level CX? Reliability is a good place to start.
The ability to quickly identify and address problems before they reach the consumer is critical in the context of a digital-first business. Reliability is a key desire of consumers and businesses, especially cloud migration and automation, as they pursue digital transformation.
The goal of achieving dependability might appear simple, but there are a number of factors in DevOps that work against it. Many DevOps teams exclusively focus on technical performance indicators while ignoring CX metrics like churn rate or net promoter scores (NPS). Some company executives compensate for this with advanced AI and machine learning technologies, but too often they don’t have the data they need to make these technologies work.
This is where customer experience observability (CXO) comes in. CXO is the practice of monitoring all customer interactions and using that data to improve the customer experience. By tracking every customer interaction, you can identify issues early and prevent them from becoming bigger problems.
Observability, on the other hand, is a method for gathering and analyzing data on all system components, applications, and infrastructure—including performance, security, and accessibility. This information allows DevOps teams to draw conclusions about the dependability of actions performed in a specific business environment, such as an IVR system or a contact center.
Gartner defines observability as the development of monitoring into a method that provides insights to help accelerate innovation and improve customer experience. The following components should be considered by DevOps teams in order to achieve digital observability.
Functionality can be Tested Automatically using Digital Technology.
Every day, businesses lose money because to a lack of customer experience visibility. According to Forrester, more than $1 billion in potential revenue is going uncollected. This is due in great part to poor comprehensive customer experience technology investment choices. DevOps teams work hard to anticipate any concerns or bugs during the development process. However, flaws will undoubtedly creep in. That is why constant monitoring is so important. Observability aids DevOps professionals in detecting these problems promptly and giving them ample time to react before it causes serious customer experience issues.
Data must be accessible, precise, and analyzed in real time to provide this level of transparency. Because the quicker a data set can be assessed, the more value it may provide, automated solutions are necessary. Automated testing tools, such as CloudTest or Retina Tap, generate thousands of synthetic OmniChannel interactions to test the consumer journey from the outside-in: from network through IVRs to digital apps and routing systems all the way to agents at their desktops. Connectivity, response time, quality, and functionality can all be tested automatically using digital technology.
The bottom line is that businesses can no longer afford to ignore customer experience analytics and observability. The ability to quickly identify and address problems before they reach the consumer is critical in the context of a digital-first business. Reliability is a key desire of consumers and businesses, especially cloud migration and automation, as they pursue digital transformation.
Determine How Test Data Will Be Used to Prove the Software’s Reliability
It also requires precision and intentionality, such as: What data will be recorded? Who will own and analyze the data? Why does this data matter to our business? DevOps teams can have greater control and oversight over incoming information by being able to analyze, organize, manipulate, and share test data.
A platform that centralizes all voice call testing data for the entire team and covers a broad range of use cases might be beneficial to DevOps organizations. Information on variables such as customer persona labels (for example, Gold, Silver, and Bronze customers or labels by Line-of-Business), order status, or payment options is typical in test datasets. A centralized monitoring and testing platform allows DevOps teams to create and import CSV files that can be used to test the entire organization’s other IVR systems, saving time by not re-creating it manually. It’s critical for internal teams to be able to keep track of who is changing test data, when it’s changed, and which test cases are impacted by those changes.
External Test Data Should Be Used To Improve the Quality of Services
When considering how test data will be used, DevOps teams should also evaluate what is happening outside of their organization that might impact the quality of services. Social media monitoring can provide external insights that help to improve the customer experience. For example, a business might track Twitter to see if there are any complaints about outages or disruptions in service.
Digital customer experience analytics and observability should be a key focus for businesses in order to ensure smooth operations and happy customers. Automated testing tools can help DevOps teams to keep a close eye on the customer journey, quickly identify potential problems, and take action to prevent them from causing serious issues. By being proactive and intentional about how test data is used, businesses can improve the quality of their services and better meet the needs of their customers.
Create an Executive Champion of Customer Experience to champion the cause.
Eighty-four percent of firms that concentrate on enhancing CX see an increase in revenue. Executive investment in customer experience is important here, and the return justifies its place as a challenge to overcome. Businesses should think about establishing a leadership position dedicated to proactively addressing CX and reliability even more.
Insights from the CX Benchmarking study will help senior executives better understand what’s required for their digital transformation efforts to succeed. Appointing an executive leader to this function will ensure that CX initiatives aren’t isolated from DevOps teams, but also from the rest of the organization, including sales, marketing, logistics, and more.
Others may opt to establish a brand-new chief CX officer position, giving the leader complete focus on CX transformation efforts, processes, and technologies. Others, depending on the business’s structure, might choose to give these responsibilities to the company’s present COO, CIO, or CM. Whatever the decision, in order to be successful in the long term, businesses should make sure to have an active and present executive leader who is responsible for CX initiatives.
It’s important to have a champion of customer experience within the organization who is able to drive change and advocate for the needs of customers. This is especially important in businesses where customer experience is not a top priority. Having an executive sponsor for customer experience can help to ensure that CX initiatives are given the attention and resources they need to be successful.
In order to be successful, businesses should appoint an executive leader who is responsible for championing the cause of customer experience. This leader should be active and present within the organization, and should have the authority to drive change.
It’s important to have a champion of customer experience within the organization who is able to drive change and advocate for the needs of customers. This is especially important in businesses where customer experience is not a top priority.
Focusing on visibility within customer experience technology can assist businesses boost their brand’s dependability. DevOps teams will be empowered to innovate faster and provide higher-quality solutions that will help people interact with one another more effectively, resulting in improved client interactions and long-term brand loyalty.
