Today, the pathway to customer loyalty begins at the earliest stages of product discovery, through the purchase process, and beyond. “Creating and delivering unmatched customer experiences is now required for businesses to thrive,” notes Steven Ramirez, CEO of Beyond the Arc.
We work closely with C-suite executives to help them understand the significance of CX, discover data-driven insights, and take action. With new customer-focused strategies in place, companies are better equipped to ensure customer satisfaction, strengthen retention and brand loyalty, and grow sales.
Here are three tips for data-driven CX:
1. Pay attention
Beyond the Arc has a reputation for helping organizations transform to become more customer-centric. “From a technical perspective, we use predictive analytics and text mining to understand what customers are saying about the brand, and predict the actions they are likely to take,” says Ramirez. As a full-service agency, we use these data-driven insights to shape Customer Experience Strategy, and create the communications, training and social media to ensure successful execution.
The key to creating a customer-centric organization is to develop data-driven decision making. Beyond the Arc’s team of data scientists start with a “CX data assessment” to evaluate the data distributed across all of the silos. “We help companies use the data they have to make better decisions—we unlock the value of their data,” says Ramirez. The team then uses machine learning, predictive analytics, advanced statistics, and other methods to build business solutions. For one cable television client, Beyond the Arc helped them to assess patterns of viewership, to better understand exactly which programs and networks motivated people to maintain their monthly package. For a major university, Beyond the Arc helped to predict the factors that shape student performance and success, as a way to improve student satisfaction.
For many organizations, some of its most valuable information is stored as unstructured text data. Beyond the Arc’s work in Voice of the Customer (VOC) leverages technologies like text analytics, natural language processing, and machine learning to derive insights from this big data. The solution extracts information from diverse sources, including call center and CRM notes, open-ended survey responses, social media, and customer service mail. And with advanced statistical analysis of surveys, the solution can provide a very complete picture of a customer’s interactions with a company.