Last updated: Experience management: Beyond data collection for deep insight, better CX

Experience management: Beyond data collection for deep insight, better CX


With the rise of the internet, smartphones, and social media, it’s never been easier for customers and employees to evaluate which companies provide great experiences and which ones don’t.

What is Experience Management?

With customers apt to switch brands quickly, businesses across all industries are trying to solve the experience gap: The difference between the experience people expect to receive when interacting with a company and what they actually get. An experience management solution can help organizations bridge the divide.

Experience management is the process of monitoring every interaction people experience with a company in order to support improvements. Experience management solutions provide businesses with the insight to surpass competitors by providing far superior experiences with their brands. They do this by allowing businesses to:

  1. Collect experience data from stakeholders at every meaningful touchpoint
  2. Analyze and understand why things are happening and what to do about it
  3. Automate actions that drive improvement across customer, employee, product, and brand experiences

Measuring customer impressions

Why measure every meaningful interaction? Because emotions and sentiments can change at a moment’s notice. Gathering experience data is an ongoing process to solicit feedback from the right people, at the right time, and for the right reasons.

The basic premise is that every human experience matters. By using online surveys, among other means of capturing sentiments, experience management solutions can give people a voice that can lead to positive business change.

Tools that take survey data a step further and use deep learning neural networks, artificial intelligence, and machine learning can uncover hidden insights and patterns. You can then identify actions to prevent potential problems from surfacing. Sharing insights with the right people, setting action plans, and tracking improvements is how an experience management solution drives business results.

How an experience management solution works

Using an experience management platform, organizations can create digital polls that measure your target audience’s experiences. But a complete experience management solution goes beyond data collection. It enables businesses to interpret and analyze large amounts of experience data and understand its relationship to the operations of the business.

Experience data comes from things like customer feedback, net promoter scoring, product reviews, brand sentiment, and employee engagement. Where operational data tells you what’s happening, experience data tells you why it’s happening.

A company can create a feedback loop that continually monitors (and uses) people’s perceptions to improve its most important initiatives across core areas of business operations, including customer experience, employee experience, and product experience.

Customer experience management

Your customer experience (CX) has never been more critical. Consumers will readily switch brands because of a poor experience and are quick to tell their friends and family about it. With advanced experience management technology, you can connect, analyze, act on customer feedback in real time to make sure you’re delivering the experiences your customers desire, resulting in improved customer spend and loyalty.

Through an agile customer experience platform, you can create natural conversations all along the at almost every point of customer engagement – in-store, after a phone conversation, online, or while visiting your mobile app. By running statistical tests on the experience data you collect, you can see what influencers have the most significant impact on customer behavior.

Plus, you can find insights about customer interactions hidden deep in open text feedback through natural language processing and automatic sentiment scoring.

When you deliver the results through real-time dashboards, each person, from executives to frontline workers, can receive the metrics they need to understand how customers feel to improve performance. Your entire organization can operate with relevant insights, resulting in higher customer satisfaction scores, decreased customer churn, and increased revenue.

Assessing the employee experience

From the moment someone looks at your job ad to the moment they leave your company, everything that worker learns, does, sees, and feels contributes to their employee experience.

To improve the employee experience, an organization must listen to its people at each stage of the employee lifecycle, identify what matters most to them, and create personalized experiences.

By integrating an experience management solution with your HR information system, you can monitor sentiments throughout the employee lifecycle. You can trigger surveys, asking for feedback on every event. You can also drive that feedback back into the system. In this way, you have full visibility of how experience data correlates to operational data for a full view of the employee experience to make real improvements for the benefit of your organization.

Mastering the employee experience is really about creating the ultimate experience to help employees succeed. After all, they are the ambassadors of your business. If they succeed, your business is more likely to succeed.

Product experience

It’s a very crowded marketplace. There are a lot of hungry competitors looking for an opportunity to take a bite out of your market share. You have to keep innovating to make sure your customers experience products that meet their everchanging needs.

Product experience is what drives customers’ perceptions of product design, features, and functions, which influence their purchase and usage behavior. To develop compelling products, businesses need researchers, product leaders, and marketers that can go beyond merely collecting customer feedback.

The next generation of leaders must be product experience experts who focus on the entire product lifecycle, from the name of the product to performing pricing research, creating buyer personas, and testing new products. Concentrating on the lifecycle helps you continually improve the experience and measurably impact the business.

Experience management solutions can unleash your ability to talk to customers, find out what they want, and why they want it. Then you can generate insights to pass onto your product development team to expand into a new area to make them happy.

CRM, point-of-purchase and the internet of things are among the many ways organizations garner a ton of operational data. By connecting that operational data to experience data, you can make sure that you’re developing and delivering the best products possible.

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