Monday, April 7, 2014

Making Sense of Your Initial Assessment - Part 1

To recap what we've done so far.  Starting with the numbers, we got our hands on any recent survey results we could find.  Although your company may not have access to these, we assumed for the purposes of this "case study" that your organization collects both internal and external sources of quantitative data.  We defined external external data as "industry" surveys usually conducted by third parties, who in-turn sell the results to their participating subscribers.  All respondents receive the same questionnaire, and these surveys allow you to see how your company ranks against your industry peers across a variety of customer experience metrics.  Internal quantitative surveys, on the other hand, are directed exclusively at your company's customers, and are typically based on your organization's unique questionnaire.

Once we gathered some initial CX-related numbers (e.g. customer satisfaction, Net Promoter Score, and perhaps other product and service measures), we set out to gather qualitative customer experience input.  This hopefully came from a couple of broad sources: 1) formal focus group research of your company's customers and prospects; 2) your own interviews with various internal staff.  This group may include, for instance, front-line customer serving personnel, call-center representatives, and possibly your company's vendors.

I'm now going to suggest a potentially useful approach for assembling your information and beginning to draw some preliminary insights.  The suggested template presented here contains some simplistic information, and your data may be more complex.  The point here is not to focus on the fictitious data, but rather to focus on the key take-away of this approach...the connections between quantitative and qualitative information, and the corresponding insights.

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