Collect and analyze data
Regardless of your customer experience research strategies, the goal is to collect and analyze data to make better decisions that directly impact your clients and business.
Best practices for collecting data include:
- Have clear research objectives. Objectives are crucial for understanding and evaluating any data you collect from CX research. With these goals in mind, you can answer your research question to ensure your collected data is valuable.
- Use reliable data. Your data must be reliable to make impactful changes to the customer experience. The best way to ensure reliability is to use customer experience automation and other apps to improve the customer experience. Doing so makes collecting feedback data about the customer journey easy.
- Minimize bias. All data collection methods introduce some bias because a human interprets it. You can reduce bias by using several research methods and tools, such as your website and sales analytics, to collect customer data. A mix of qualitative and quantitative research methods is best because it allows you to support claims with concrete information.
- Ensure participant privacy. When using qualitative data to answer your research question, you should ensure participant privacy. The easiest way to do that is by making surveys anonymous and not sharing their data with other companies or customers.
After collecting data, you can start analyzing it. How you analyze it will primarily depend on the types of data you've collected. In most cases, you should have both qualitative and quantitative data.
There are several ways to analyze the information you collect, such as:
- Regression analytics. Regression analysis is a type of quantitative data analysis that can help you compare dependent and independent variables. For example, you can compare how sales change based on your net promoter score. If your sales increase alongside your NPS, there's a direct connection.
- Qualitative data analysis. Qualitative research analysis is trickier because you're not working with numbers. Instead, you have to find a way to interpret text written by customers. For example, if you used open-ended questions in your survey, you must find the most efficient way to examine the data. The easiest way to interpret this information is to look for themes or use certain words to find patterns.
- Descriptive statistics. Descriptive statistics are another way to analyze quantitative data by summarizing your findings. For example, if you ask all your customers to rate their satisfaction with numbers, you'll add up all their scores and give yourself an average. This average is an example of descriptive statistics because it describes your customer's average sentiment.
Develop actionable insights
What's most important is how you use the data you've collected because it can help you determine areas of improvement and create an action plan for fixing issues. Identify your customers' pain points or problems throughout their journey and brainstorm ways to resolve them. For example, if your clients have complained about shipping times, it might be time to find a new partner who can deliver orders faster without increasing internal costs.
Apply research insights
Having an action plan for reducing friction in the buyer's journey through customer success research is only helpful if you apply the insights you obtain. You must implement changes based on the data you've collected and any conclusions you've drawn while continuing to monitor the impact of those modifications.
Use the same metrics you used to set goals to identify the impact of your CX modifications to ensure a uniform system for analyzing data and applying solutions. Your main goal should be to improve the experience, not necessarily enhance your quantitative metrics like NPS or customer satisfaction numbers. Instead, focus on your customers to meet their expectations, and the results will follow.
How can you improve customer experience with research?
Customer experience research strategies provide you with data and actionable insights that enable you to improve the customer experience by addressing customer pain points and increasing overall satisfaction. For example, let's say you sell accounting software for small businesses and allow users to utilize it through the web or an app on their phone.
In this case, your customers might have issues with the app, which you've noticed because you've analyzed its metrics and seen that they're not using it. CX research can help you pinpoint why customers aren't using the app and brainstorm ways to fix it. For example, you've already used quantitative data to determine your app has fewer users than expected.
Next, you can use qualitative survey data to identify why customers aren't utilizing the application. By using CX research, you might find that customers don't like the interface. So what does this tell you? It means you need to redesign the interface. After doing so, you can measure the impact, determine if more customers are using it with data from your app analytics program, and send a second survey to measure customer sentiment.
Improve customer experience
Customer experience research relies on data to help you learn more about your customers and determine how they feel about your products and services throughout each touchpoint in their journey. In addition, it can help you identify areas of improvement and ensure you have metrics to measure the impact of the modifications you make.
Customer surveys are one of the most straightforward and effective ways to learn about customer expectations. Mailchimp makes it easy to collect client feedback, so you can find ways to improve your business fast. Try Mailchimp today.