Often the most challenging area of customer experience initiatives is in assembling, analyzing and distributing customer intelligence throughout the company. CX teams need to be skilled at assembling a wide range of customer information, conducting insightful analysis and delivering intelligence in a manner that truly prompts action.
Here are four steps you can take to achieve world-class customer intelligence:
- Start with a clear and consistent understanding of what the business is trying to accomplish.
- Make a comprehensive list of all the information sources that could help inform, measure or monitor the initiative.
- Identify areas where information is missing, incomplete or not reliable. For this, consider the best approach to creating the information (e.g., ask employees, ask customers, create a journey map)
- Once you gathered the necessary information, leverage analytics to understand what the data is saying and to generate the insights.