Customer experience analytics: What to measure (and optimize)

Depending on which channels your audience prefers, you may have to analyze customer interactions across things like website feedback, reviews, and social media? Your customer engagement or contact center team should be not only aware of, but also active on, these channels!

An easy way of identifying any obstacles is by analyzing your customer effort score (CES)—it’s a metric that shows you how easy (or difficult) a customer finds interacting with your company. Learn more about other customer engagement metrics.

We did some research on how hold times affect CSAT scores—and the results were a bit surprising! Check it out here.

If you’re not using this already, one good way to boost your contact center’s response times and help your customers self-service is by using an IVR (or Interactive Voice Response) menu. This way, your callers can route themselves to the right individual or department, and even find basic information (like business hours and return policies) on their own.

Ready for the pitfall we mentioned earlier in this post? Don’t measure customer experience KPIs in a vacuum! It can be tempting to just look at one eye-popping metric alone in isolation and focus too heavily on it—try not to do that. Instead, look at a few metrics together so that they can confirm—or interrogate—the conclusions you would’ve drawn from looking at just one KPI. You’ll get a better sense of the big picture, which is especially crucial because CX has lots of touchpoints and influencing factors.

We’ve been beating this drum quite a bit in this blog, but always think “contextual analytics” when you’re looking at the data. Context is super important because you have to have the full story before making big decisions, especially with staffing, training, and resource allocation. (And there’s no better way to get context than by having real-time transcripts and actual records of conversations—which is where Dialpad’s machine learning and automatic speech recognition technology have really helped us.)