Guest Post By Jonathan Levitt, CMO at OpinionLab
I’m a numbers guy. I like data I can taste, feel and crunch. Perhaps it’s the strategist in me that drives this need for data, perhaps it’s just because I believe data is what makes the world go round. Without data, how would you drive solutions that support meaningful engagement in a hyper-connected, omni-channel marketplace? The answer is, you can’t. All you’d be left with is a basic framework held loosely together by guesses and graphs that look pretty. And pretty doesn’t drive meaningful experience and it sure doesn’t improve customer experiences.
Improving Customer Experience
What does “improve customer experiences” mean? For starters, getting a complete picture of the user experience through seamlessly integrated real-time VoC data within web analytics reporting systems. The whole purpose for using web analytics is to reveal what users are doing on your site.
If you’re not familiar with web analytics, web analytics is the measurement, collection, analysis and reporting of website data for purposes of understanding and optimizing web usage. Web analytics is what you use to better identify and quantify web optimization needs. So when a frustrated customer clicks on the familiar [+] feedback symbol, feedback is instantly interpreted, filtered and delivered to key stakeholders providing behavioral and contextual information alongside VoC data.