BPM Analytics

Digital experience analytics: The evolution of CX

The term ‘customer experience’ or the acronym ‘CX’ has been floating around for decades. In most cases, it refers to a shoppers’ sentiments with regards to their interactions with businesses that had traditional physical stores. However, with the explosion of digital commerce and online shopping in the recent past, the term has taken on an entirely new meaning with several dimensions to it.

Today’s shoppers expect more from the brands they interact with. Whether it is a physical interaction or a digital one, they want brands to provide a unified, cohesive, and user-friendly experience that makes their buying journey simpler, faster, and more convenient.

The current digital landscape demands businesses to look at the customer journey through a multitude of touchpoints, channels, platforms, devices, and more. While this is a better way of looking at and interacting with the customers, it involves capturing and making sense of the massive (and highly complex) digital footprint.*

The significance of customer service analytics

Understanding your customers’ (or target audiences’) digital footprint and gathering this information to identify gaps and opportunities is critical to ensuring a better customer experience in the digital space. Turning the captured data into meaningful or actionable insights is where customer experience analytics comes into the picture.

Digital customer experience (DCX) analytics, or digital analytics from a CX point of view, is important because understanding engagement patterns at different levels and touchpoints can lead to better decision-making, eventually resulting in:

  • Greater conversion and customer acquisition
  • Higher customer retention
  • Extension of customer lifecycle
  • Improved marketing communications
  • Delivering a personalised customer experience

How to approach digital customer experience analytics?

There is no formula or a one-size-fits-all approach to DCX. To truly take advantage of the opportunities in the market, businesses need to introspect, self-evaluate, and blend technology, processes, and creativity to offer a wholesome DCX. Certain metrics that can help assess the digital customer experience include:

  • CSAT or customer satisfaction
  • Customer sentiment
  • Brand engagement
  • Customer loyalty
  • Customer lifetime value
  • Churn rate
  • Time to resolution
  • Customer effort score
  • Net promoter score

Some of the most commonly used methods to obtain genuine feedback on your customers’ digital experience include:

  • Market research
  • Competitor research
  • Customer feedback surveys
  • Web analytics
  • Social media analytics
  • Real-time tracking
  • Heat maps
  • Session replays

While all these activities may seem like individual or disparate tasks, businesses often stumble by taking a siloed approach towards them. Instead, it is recommended that you put in place analytical tools or systems that can not only provide targeted analyses but also help you look at the bigger picture after converting your unstructured data into actionable insights.

How Infosys BPM can help

Our digital analytics solutions are designed with the perfect blend of human intelligence, ML, analytics, AI, and hyper automation to help you get excellent insights into the most significant factors influencing your customers’ non-linear buying journeys.
Our digital customer experience framework includes a mix of:

*For organisations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organisational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism, will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organisations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organisations that are innovating collaboratively for the future.

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