When companies reflect on the customer experience (CX), the tendency is to focus on the emotional. The goal is to make customers happy, ensuring a positive experience leaves a great impression. While there is certainly a degree of art involved in a CX journey, you should also make your approach to CX scientific. By doing so, you can not only accurately assess customer behavior, perception, and motivation but also potentially predict how individual decisions may alter their points down the line. While the analysis of customer behavior does involve some conjecture, by using data-driven, evidence-based approaches, you can take some of the mystery out of the equation. If you are wondering how you can make your approach to CX scientific, here are some tips.
The Power of Cause and Effect
Generally speaking, the world of CX is about understanding cause and effect. It involves reviewing how certain company decisions lead to various changes in perception and behavior, allowing businesses to anticipate how future decisions impact those areas. While this concept is fairly simple, it’s also crucial to extend it beyond single decisions. Every choice shifts customer perception or behavior to a degree. When the next decision comes into play, it alters CX from that new point, creating a level of ebb and flow that has to be managed over time. Additionally, events outside of the company can play a part in the broader equation. Customer sentiment may shift due to happenings in the news, actions of competitors, and a variety of other influences. Those adjustments in behavior and perception also need to be accounted for, as they alter the impact of your company’s choices. Essentially, decisions don’t impact customers in isolation. It’s crucial to consider both the big picture and the narrower implications of moving forward with various choices. That way, nothing is examined in a bubble.
While it is possible to glean customer sentiment from anecdotal evidence, those pictures tend to offer only limited accuracy. They may only reflect your CX state within a specific demographic or segment of your customer base, for example. If you apply the lesson learned there universally, you may harm CX for others. With data-driven decision-making, you ensure your approach to CX is scientific. You’ll be using a fact-based approach when analyzing various choices and can see not just how decisions influence a small but vocal segment but your broader customer base. Ideally, you not only want to review collected data but also test new ideas as formal hypotheses. Whether it’s simple A/B testing to determine which advertising approach resonates with specific customer segments or something more complex, testing allows you to sample how each strategy may impact CX on a wider level. You can not only draw some initial conclusions but also develop plans for validating the result, ultimately refining your CX approach methodically over time to drive the best outcomes. Ultimately, by using a scientific approach to CX, you encourage wiser decision-making and often generate positive results more quickly. It introduces a methodology, ensuring that assumption isn’t guiding your choices. That way, when it does come time for the broad introduction of something new, you’ll have confidence in the outcome.