Uncovering the Valuable CX Data
Hidden Within Your Business
key takeaway
Best Practice
NPS, the industry dominant attitudinal metric, is the brand measure of the total customer journey, encompassing both the rational and emotional aspects of loyalty. Traditionally, companies have turned to survey responses about the drivers of satisfaction and to open-ended comments to help them understand the factors behind customer loyalty.
Relying solely on survey responses to understand the causes of loyalty presents a few challenges. For example, the data set will always be limited, and will always be limited to self-report, rather than observation. To overcome the challenges of survey-only data, we recommend combining your attitudinal data with operational data, which by nature is more objective and quantitative.
Here are the types of operational data you should work to include:
- Customer Profile Data
Demographics, contact details, psychographics, etc. - Customer Behavior Data
Visits, clicks, views, events, actions taken - Customer Transactional Data
Purchases, renewals, returns, licenses, etc. - Customer Engagement Data
Usage, consumption, interactions etc. - Customer Service Activity Data
Service calls, chats, web sessions - Operational Performance KPIs
On-time delivery, first call resolution, uptime, etc.
To effectively combine operational data with survey data to create insights into customer behavior, you’ll need analytics driven by machine learning. Algorithms use survey data to continuously calibrate your understanding of operational data, delivering reliably, predictive scores delivered by Spectrum NPS. Spectrum NPS produces complete, continuous insights connected to business operations and outcomes.
go beyond basic nps metrics and scales
Foundational practices related to NPS metrics look primarily at data you get when seek direct feedback from customers. It’s limited by response rates – a problem that only gets worse over time – and response bias. Taking metrics to the next level means transforming robust, always-on streams of operational data into calibrated, AI-created scores, so that you have a personalized Net Promoter Score for every customer based on their ongoing interactions with your company. To get there, download our guide, take our comprehensive training course, or read about the future of NPS.
REPORT
The Complete Guide to NPS Basics and Beyond
TRAINING
Leading an Outcome- Oriented
CX Program
REPORT
The New NPS
Manifesto
REPORT
The Complete Guide to NPS Basics and Beyond
TRAINING
Leading an Outcome- Oriented
CX Program
REPORT
The New NPS Manifesto
ABOUT OCX COGNITION
OCX Cognition delivers the future of NPS. We ensure customer experience success by combining technology and data science with programmatic consulting. In our Insights section, we present a comprehensive and evolving collection of resources based on our research and expertise, collected for CX leaders committed to delivering business outcomes.