Unlike customer service, defined by the assistance and troubleshooting a company provides, customer experience describes a more holistic look at both the product and the surrounding services.
Imagine you are shopping for a camera. The salesperson is attentive and knowledgeable, answering all your questions and guiding you through your decision making process — this is great customer service.
Customer experience, however, comprises not only this interaction but also the camera’s lifetime guarantee, your long-term satisfaction with the product, and even the ease with which you were able to browse the store.
Improving customer experience is thought to be one of the biggest and most important challenges for businesses today, especially those whose product is software or web-based.
In this post we will discuss how visual analytics software can help you put your best foot forward.
Good Customer Experience and Why it Matters
In short, customer experience is the sum total of the relationship between customer and business.
Positive customer experience is more than just meeting expectations, it is about exceeding them. Ultimately this can result in raising customer loyalty and reduced churn rate.
In the changing tide of today’s market, many aspects of business are quickly shifting — customer experience proves no exception.
Engineering an exceptional experience for customers has become a top priority for brands across the board. Beyond just the face-to-face aspect of service, technology makes it possible to connect and engage customers in new and exciting ways.
How can visual analytics improve your customer experience?
One of the big roadblocks on the journey to improving your customer’s experience is that although your customer might know something is off, they don’t necessarily know how to tell you what that is — or what they want instead. The burden of making them happy is not their responsibility after all, it is yours. But how can you go about it without first gaining some intell?
Qualitative analytics is a unique and extremely effective method for stepping into your user’s shoes, or in our case, inside their screen.
WalkMe Visions allows companies to view their users’ session much as if they were looking over their shoulder while they browse.
From why users aren’t converting on your website to patterns and habits navigating your software — visual analytics can answer all the pesky questions that have been keeping you up at night.
Visual Analytics and Product Management: a match made in tech heaven
Product managers empowered with this tool have an edge — the opportunity to see how their users are interacting with their creation. We aren’t talking about dry numerical data either, rather an in-depth, case-specific replica of what is actually happening.
Software vendors can finally answer the questions: Are users handling the product with optimal efficiency? Are they discovering new features? Are they using existing ones to their full potential?
For companies examining their external facing website, it is possible to see exactly where it is failing to convert, where users lose interest or become confused.
Compiling many sessions of this nature provides the opportunity to zoom out and examine larger behavioral trends that are occurring.
Using this invaluable insight, product managers can optimize and tweak their user’s journey.
Visual Analytics and Support: the unsung hero
The first step when a customer support rep receives a ticket is to identify the issue experienced by the user. This often requires them to enter into a back and forth with the user, recreate the incident, and check for bugs in the system.
Imagine the simplicity of being able to simply witness first hand what went wrong. The ability to do so would significantly slash support efforts, making their job easier and allowing them to provide faster, better results to customers.
Alleviating the frustration on both sides of the equation is a huge step towards a better customer experience.
Visual Analytics and Customer Success: great warriors need great weapons
You hired your customer success team for the exact purpose of proactively ensuring your customers are loving every moment they spend with your product. While they are by no means the only department working towards this goal, their efforts are definitely highlighted in this arena.
With visual analytics, this team can soar to new heights. Using trends extracted from previous user sessions they are better equipped to predict future outcomes and guide best practices going forward.