In response, customer experience has become a major focus for businesses in recent years, however an entire industry has grown up without fully understanding the nature of this complex phenomenon. Experience Analytics integrates Thick Data and Big Data approaches to define, measure and provide enhanced insight into your customer’s experience, enabling you to develop real competitive advantage.
Thick data techniques identify and define the holistic customer experience domain for your business
Design and operationalise your own domain specific experience model. Understand what drives experience and the relative importance of each driver.
Generate an experience KPI using advanced machine learning techniques tailored to your domain.
Manage your business with a better understanding of Experience. Find out what really drives Sales, Net Promoter Score and Customer Satisfaction.
|Current Industry Approach||Experience Analytics Approach|
|Definition of CX|
|Definition of Customer Experience (CX)||No||Yes|
|Relative measure of CX|
|Relative measure of CX||No||Yes|
|Enterprise CX model|
|Enterprise CX model||No||Yes|
|CX Domain Capture|
|CX Domain Capture||Partial||Holistic|
|Correlation to Outcome KPIs (e.g. NPS, CSAT, Loyalty)|
|Correlation to Outcome KPIs (e.g. NPS, CSAT, Loyalty)||Weak||Strong|
|Effective CX Gap Closure|
|Effective CX Gap Closure||Sub-Optimal||Optimised Using Enterprise CX Model|
|Identify Hidden CX Drivers|
|Identify Hidden CX Drivers||Partial||Yes|
|Customer Directed CX Drivers|
|Customer Directed CX Drivers||Partial||Yes|
|CX Investment Targeting|
|CX Investment Targeting||Tactical (Single Gap ROI)||Strategic (Holistic ROI)|