Customer experience analytics are the cornerstone for taking customer experience — and employee experience — to the next level. If you’re looking to learn about customer experience analytics use cases and how the right customer experience analytics tools could help your organization innovate, inspire, and deliver incredible results, we’ve got you covered with seven real-world examples from expert practitioners for some of the world’s leading organizations.
We had the chance to connect with these innovators as part of our first-ever event dedicated to discussing the importance of customer experience analytics tools, The Power of Experience Analytics.
As Sarika Khanna, Chief Product Officer at Medallia, said during her remarks at the Power of Experience Analytics opening keynote, “The strength of analytics comes from the ability to deliver three core functions: capturing signals from as many interactions as possible, using AI to make insights clear and easy to understand, and mapping those insights so that every person or system can use them.”
“Harnessing all three of these capabilities enables companies to move from good to great, and there’s nothing more powerful than showing your customers and your employees that you not only hear them, but that you are also making improvements based on their actions and feedback,” she added.
What does using customer experience analytics to move from delivering good customer experiences to great ones look like in practice? Let’s jump into our customer experience analytics use cases.
When Liberty Global, a multinational telecommunications company, introduced a new TV box to the market at the same time that another, older device was available, they soon discovered that one of the devices was outperforming the other. Digging into unsolicited customer feedback — customer signals examined using text analytics — the brand was able to pinpoint an underlying UI issue with the older model.
“We discovered that the firmware on the old box was not performing as well as a new box,” explained Rick Sletering, Senior Manager, CEX Insights at Liberty Global.
Picking up on that insight enabled the team to accelerate the rollout of the better performing, newer model to improve customer satisfaction.
Hyatt’s experience management program captures 2 million customer responses annually, across in-stay and post-stay feedback, in real time. The company leverages this data to monitor KPIs, identify trends, contextualize scores with text analytics, and prioritize issues, taking action to close the loop with guests, improve service recovery, and drive guest loyalty. And that’s not just at the leadership and management level. Hyatt has democratized access to the company’s wealth of insights across 50,000 internal users, resulting in 300,000 data-driven actions.
At the property level, staff are able to see their locations’ specific scores, sentiment, and trending topics, and understand the why behind the data.
Because frontline workers deliver on the core services and products that contribute to the guest experience, Brandon Stroschein, Director of Consumer Insights & Strategy at Hyatt, told us that being transparent by enabling employees across the board to access customer experience analytics tools and insights is key to employee engagement and empowerment.
While traditional customer surveys tend to be company-oriented — with brands asking customers about what the company wants to know — text analytics tells companies what customers want brands to know about their experience, Liberty Global’s Sletering explained.
“And that’s really powerful in moving forward,” he said.
At Reality Labs, the arm behind the AR/VR technologies like Oculus and Portal at Meta (formerly known as Facebook), Pegah Valeh, Head of Global CX, brings together the power of both types of customer feedback — both solicited and unsolicited from product reviews, surveys, and metadata — to shed light on the drivers behind top customer pain points.
As an example, when Reality Labs wants to gain a better understanding of the delivery experience, Valeh’s team combines operational data alongside survey feedback to dig into potential reasons behind fluctuations in the brand’s NPS® and customer effort score.
Similarly, when they want to understand the customer support experience, they look at ticketing insights to understand how long it takes issues to be resolved, what channels customers use for support, and the types of tickets they’re logging, and overlay these insights on top of their survey data.
“All of this metadata that we capture helps us better segment our data and find the root cause,” she added.
United States Department of Veterans Affairs (VA) staff are required to receive the COVID-19 vaccine, and veterans are strongly encouraged to receive the vaccine.
“But we know that a proportion of veterans who are not receiving the vaccine have declined to receive it,” explained Evan Albert, Director of Measurement and Data Analytics at the VA.
Albert and his team decided to look into the dynamics that lead to veterans declining the vaccine using surveys that include tactical questions that ask veterans to share whether their doctor discussed the opportunity to receive the vaccine, the pros and cons of receiving the vaccine, and the potential side effects of the vaccine, as well as if they have asked their doctor a question about the vaccine, and how responsive their doctor was in engaging in that conversation. Using Medallia’s analytics, the VA has been able to drill down into these survey results, analyzing both the quantitative outcomes and qualitative open text feedback to detect patterns and trends at the regional level, as well as at any given medical center.
Analyzing the data to detect variation in the results at the local level has helped the VA enhance quality improvement by center and region.
Similarly, the VA conducts surveys that examine the quality of their community care, with questions that ask veterans to share their knowledge of and experiences with the services available to them.
“We have found that it’s sort of a mixed bag in terms of the percentages of respondents who indicated ‘satisfied’ or ‘very satisfied,’ depending on the specific medical center or region of the country,” Albert said. “That has provided a clear, unmistakable opportunity for quality and systems improvement. Those are all very solvable scenarios. You know, if you’re in Albuquerque, New Mexico, and a certain medical center is scoring very poorly on whether doctors are providing patients with opportunities for subsequent care, the staff in Albuquerque can take immediate action on that.”
Well-designed NPS® surveys can help companies understand brand loyalty and pinpoint brand promoters and detractors in the moment. Of course, response rates can vary, and it may never be possible to achieve a perfect 100% response rate.
Liberty Global is using customer experience analytics to come up with a unique workaround for that challenge.
“We did some cool stuff to create what we call a virtual NPS®, using all kinds of data…to figure out, ‘Hey, this is a lookalike,'” Sletering shared, adding this modeling using analytics has helped the company identify potential detractors and promoters.
“Those free text comments, of which now there are tens of thousands in our system, are being looked at by staff, such as patient advocates, patient experience officers, group practice managers, and chiefs of staff. They use positive feedback [employees receive from veterans] for employee recognition events, providing bonuses to staff, and providing examples of best practices that others can learn from,” Albert explained.
Throughout COVID-19, hotel customer expectations have changed in parallel with evolving challenges brought on by the global health crisis, explained Hyatt’s Stroschein.
“The ways in which our guests expected to be interacted with shifted quickly,” he added.
By using a combination of surveys and feedback from other channels and data sources, such as social reviews, the global brand has been able to detect challenges resulting from the pandemic as they emerge and and take action to address them in the moment, all at the individual property level.