If your customer experience program is led by data-driven strategies, you are on the right track. After all, it’s data that eliminates guesswork and tells you how customers perceive your brand and its buying journey. However, CX data quality also plays a significant role in determining the outcome of your strategies, and it’s important to ensure that the data you gather is of high quality for it to be reliable and accurate.
Why Does CX Data Quality Matter?
The purpose of gathering data is to gain an accurate picture of your brand’s performance, identify gaps, and make necessary improvements. If the data’s quality is subpar, it can be misleading and pave the way for skewed analyses. Low-quality data includes data that are incomplete, inaccurate, and outdated, and these can heavily influence the efficacy of your CX strategies.
Also, high-quality CX data will give useful insights about your customers and bridge the gap between your brand’s delivery and customer expectations. Gradually, you will also notice how CX, led by these data, fuels business growth.
Here are 3 ways to ensure your CX data is of high quality!
1. Ask the Right Questions
Your survey questions have a lot to do with gathering high-quality data. Surveys designed with no objectives or goals will only gather generic responses that will have little impact on your decisions. So, it’s vital that you ask relevant questions from your customers.
In order to gather useful responses, you also need to send out the right survey at the right time to the right audience. For example, while you can use surveys like EVI® throughout the buying stage, surveys like NPS should only be used at the post-purchase stage or sent to customers who have already purchased your product. Our CX metrics comparison chart can help you with it.
Furthermore, you should apply word-choice questions and open-text questions appropriately, considering the situation. For example, surveys with a Likert scale or MCQ are ideal if you require quick responses. However, open-ended questions are ideal for situations where the respondents have more time to answer thoughtfully.
2. Collect Structured and Unstructured Data
Structured data brings you quantitative answers that are more straightforward and convenient. For example, selecting an emotion in an EVI® survey, denoting the satisfaction level in CSAT, and answering word-choice questions all come under it. They are easy to analyze and categorize into groups. You also get a higher response rate because they require less time to answer.
Unstructured data comes from questions that offer consumers an open field to write out their compliments and concerns. They are essential to establish the background for any metric’s score. You can apply text analysis for unstructured data to extract essential information from it. Using sentiment analysis and topic categorization, you can understand the underlying feelings more accurately.
Both these types of data improve the quality of your analysis because the former makes it easy for you to monitor and track progress while the latter backs your interpretations and decisions with customers’ input.
3. Enrich Your CX Data with Transactional or Behavioral Data
Another way in which you can derive better value out of CX data is by enriching it with other organizational data. Datasets also prove to be more useful when they are analyzed in conjunction with other complementing data than when analyzed in silos.
As much as CX data, transactional and behavioral data also speak volumes about your targeted audience. Therefore, enriching CX data with them can help you gain more valuable and in-depth insights and a well-rounded idea about your customer base.
Through this, you can understand what actions and emotions drive higher sales and what pain points lead to high churn rates. Data enrichment helps you with contextualization and determine the severity of issues identified in the buying journey. So, you are not just able to figure out if your customers are happy or not but also learn the hows and whys of their behaviors and expectations.
At one of the CXforum webinars, Feedbackly’s Kristian Stolt gave a highly practical presentation about how to put CX data into action. If you haven’t seen this yet, it’s a great next step: