Customer Analytics For Dummies

Chapter 18

Ten Methods to Improve the Customer Experience

In This Chapter

Understanding your customers

Improving your customers’ experience

Prioritizing improvements

Measuring, managing, and improving the customer experience involves collecting good metrics and keeping track of them. Following are ten methods to use to improve the customer experience with websites, mobile apps, software, and hardware and services.

True Intent/Voice of Customer Study

You can be a successful company for quite a while without really knowing who your customers are. At some point, though, it makes financial sense to understand the basic demographics of the people who purchase, repeat purchase, and recommend your company and products to friends.

For companies with a strong web presence, a True Intent Study with a web intercept or conspicuous link and survey allows willing customers to let you know who they are (age, gender, occupation, salary) and what they are trying to do (goals, tasks, and interests). This becomes vital information for subsequent customer metrics and methods.

In addition to website intercepts, you should also target past customers to understand the same core aspects of who they are ...