Why Your Business Needs to Adopt CX Analytics: 3 Key Report Findings
Lucas Jones | October 27, 2016
Lucas Jones | October 27, 2016
As digital audiences and channels have grown, it has become significantly more difficult for businesses to define, understand, and please consumers. How businesses engage users in these digital channels could mean the difference between gaining a customer and losing revenue.
In an increasingly competitive digital marketplace, businesses have to find new ways to stand out and improve on-site experiences. It’s no longer enough to know who is visiting your website or even the pages they frequent: businesses need in-depth insights to understand on-site behavior and intention.
Our digital CX research report finds that businesses are adopting customer experience analytics platforms to enhance their understanding of user behavior. But what is behind the increased use of these analytics platforms?
1. Businesses are finding CX insights increasingly important
We asked businesses which features they found most important when understanding and improving their digital experiences. The table below shows the breadth of functionality that CX analytics can provide, but more importantly the effectiveness of each feature. This is not an exhaustive list of all the features that CX analytics platforms can offer, as some vendors will offer less and others offer more, but it is a good overview of the functionality businesses find most valuable to their goals.
2. Insights inform cross-departmental change
Businesses are increasingly sharing the data that they gather from CX analytics platforms with other departments. The data gathered with these platforms not only inform improvements to digital experiences, but can also help anticipate user demand, flag technical problems and highlight customer service issues.
The table below shows which departments are benefitting from insights gathered from CX analytics platforms.
The majority of businesses share customer experience insights with marketing departments, web development teams, and senior executives. However, less than half involve the customer services team, who play a key role in providing better customer experiences.
3. Harnessing CX analytics creates positive outcomes for customers
Despite its relative infancy to the martech market, CX analytics has become an integral part for businesses seeking to improve their digital experiences. The deeper level of understanding into user behavior provided by features like conversion funnels, audience segmentation, form analytics, and session replay are making a real difference to how businesses approach digital experiences.
By visualizing the behavior of their users, businesses no longer have to rely on guesswork - they can be more data-driven and strategic with their optimization efforts. More than 9 in 10 of businesses credit the insights that they receive from CX analytics platforms as creating positive outcomes for customers. The data from these platforms is becoming so valuable for businesses, that 81% are set to maintain or increase their investment in them over the next 12 months.
To discover more insights into how customer experience is measured in business, download your free copy of our survey report by hitting the image below.