Keeping score of your customer’s experience
How well do you really understand your customers’ experiences on your website? Can you measure the quality of experience at any particular point in time? Can you measure the impact of change on your customer base as it happens?
As we mentioned in our Digital Customer Experience Predictions blog, 2016 will be the year data truly helps to drive decision-making in eCommerce. Data collection and data analysis will become more closely aligned and usable in real-time, making it easier to prove ROI of technology investments and identify areas of focus.
In recognition of this, UserReplay has launched Customer Experience Scoring, a ground-breaking new capability that enables eCommerce organizations to measure the quality of online customer experiences in real time. Numerical scores are generated to measure the ‘quality’ of a customer’s journey on a brand’s web properties – both from a positive and negative perspective. As well as providing a score for each individual customer journey, an aggregate score can also be collated across all customers to give a measurement of overall customer experience. This is significant because previously this type of measurement and trending was only available on individual aspects of customer experience.
Customer Experience Scoring is an extension of UserReplay’s flagged event technology. Flagged events enable analytics and monitoring into specific activity and behavior of visitors. Now scores can be assigned to flagged events that indicate their impact on the user experience. UserReplay has developed this capability based on specific market feedback. This feedback revealed that measuring the overall customer experience in this way would be valuable but has not been easily achievable to date.
The benefits for eCommerce brands are far reaching in terms of a deeper understanding of their customer base, identifying long and short term trends and reactions to specific events. For example, the ability to measure the impact of a new feature or a change to a website process. If the customer experience score changes, the brand can respond accordingly. This will significantly reduce the time spent on identifying issues that cause customer struggle.
There are also significant benefits in terms of enhancing the understanding of individual customers. Struggle and success scores can be integrated with the data companies already hold about individuals. This means you can have more informed, personalized interactions with the customer that take into account how good or bad their online experiences have been. This does not just impact on how you market to your customers but also extends to areas such as customer service, giving you the ability to proactively address issues customers are having.
With customer experience increasingly a major differentiator, Customer Experience Scoring will give you a competitive edge in the fight for customer satisfaction. For the first time you will have instant visibility of customer experience quality.
Darren Ward, Director of Product Marketing, UserReplay