Why Your Measurement is Killing Your Customer Experience And What To Do About It

Big Data creates big problems. One of the biggest problems is what to do with it now that you have it. 

Don’t feel too bad if this is true for your company. Most organizations have no idea to use the customer insights they have collected. Moreover, it’s surprising how many organizations can’t tell you how improving metrics identified by the employed measures translates to providing value to the organization. In many ways, measurement is killing your Customer Experience. But there are things you can do to fix that. 

We invited Founder and CEO Ryan Stuart, @rstuart85, of Kapiche, a customer insights platform to discuss this problem. Kapiche specializes in helping organizations interpret customer data without manually coding it reading thousands of comments. Stuart understands the problem with collecting customer data but not knowing what to do with it next. Stuart explains to us the lessons he has learned in this area and how to use customer data to improve your customer strategy for your Customer Experience moving forward. 

Key Ideas to Improve your Customer Experience

One of the big problems with data is how much of it there is. With such enormous amounts of it, many organizations are overwhelmed by what to do with it. Stuart provides specific things that organizations can do for determining how to use the customer feedback usefully in their customer strategy. Then, they can go to work interpreting the data to move the needle on what measures are helpful to their experiences.

Here are a few key moments in the discussion:

• 03:43  Stuart shares his thoughts on why so few organizations have improved their Customer Satisfaction scores over the last ten years pre-COVID.   
• 10:15  Colin shares the importance of using the right lens to interpret data, and why that lens shouldn’t be the same one you used 20 years ago. 
• 12:06  Ryan shares his thoughts on why having a specific strategy for your data helps make your hopes for analyzing customer insights and the outcomes it will have for your experience become the reality of your data analysis.   
• 15:04  Stuart explains how the data pyramid works for transforming data into wisdom, from the bottom (data) to the top (wisdom).  
• 20:10  Colin explains that he encounters similar problems when rolling out Emotional Signature data to organizations; they still look at the new data with old eyes.  
• 22:47  Stuart explains his two-part answer to the question of how to help organizations rise to the data challenge and use it effectively.
• 32:11  All three hosts share their practical insights on what you can do with your customer data to create a winning customer strategy that improves the experience in ways that matter to your bottom line. 

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Customer Experience Information & Resources

LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 289,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy LLC as one of the best management consultancies for the last two years. Follow Colin on LinkedIn and Twitter.

Click here to learn more about Professor Ryan Hamilton of Emory University. 

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers. 

Experience Health Check: You already have an experience, even if you weren't deliberate about it. Our Experience Health Check can help you understand what you have today. Colin or one of our team can assess your digital or physical Customer Experience, interacting with your organization as a customer to define what is good and what needs improving. Then, they will provide a list of recommendations for critical next steps for your organization. Click here to learn more. 

How can we help?

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