Digital platforms can feel emotionless. Bringing the emotion back is the first place to start.
Strengthening your Experience Management (XM) helps you continually collect and analyze customer feedback and behavioral signals through digital channels, share those insights with the appropriate people across the business, and then take meaningful action to improve the experience both in digital, and the overall brand experience.
The front end of this cycle – the ability to continuously collect and analyze feedback and behavioral signals – is an inherent part of a digital interaction. Not only do digital channels automatically generate operational data (O-data) , they also provide a platform to gather experience data (X-data) by asking customers about their perceptions, motivations, feelings, and attitudes.
Combining the O-data from background analytics together with the X-data generated from onsite feedback helps to produce richer, more actionable insights, which will enable you to design more emotionally engaging digital experiences.
You need to be able to hear the voice of your customers in a consistent and meaningful way, asking questions like: