The purpose of this step is to validate and understand all the quantitative and qualitative information and data collected. For example, assumptions made when reviewing digital client behaviour about not just “what” they are doing, but “why” they are doing it, needs to be correlated with supporting analogue data from different channels and sources to correctly understand a situation.
Through data analysis and visualisation, we provide valuable insight into customer behaviour and engagement.
With this understanding, we can now properly understand customer experience and behaviour and begin to formulate scope. From this baseline, everyone in an organisation can create smart, meaningful change.
Through dashboards and reporting tools, clients can explore and browse an integrated customer experience in one location. This makes it easy for clients to prioritise opportunities and understand trends.
Spotlight reporting mines the data and information collected to deliver actionable insights. Clients are now able to see the interactions between various points with actual customer behaviour. This is can be done in minutes rather than weeks.
Text analytics has the power to go beyond traditional metrics transforming unstructured, open-ended comments from your customers into insights. This provides a rich basis for further insights.
By understanding the trends discovered through analysis, data mining and text analytics, you can further develop your customer experience strategies, trajectories and decisions. These provide evidence-based results.
Development of a clear picture of which customers to engage with and how and what you can design to gain more trust and loyalty; and ultimately business results.