Solving Real Pain Points With the Right Data
For most companies, the year 2020 forced leaders to reconfigure their priorities to ensure that customer strategies aligned with new and often unpredictable ways consumers were behaving. In early 2021, Rightpoint conducted a survey of CX professionals and learned that two thirds of them (66%) made “solving for real customer pain points” their top priority—and 65.9% of respondents indicated that the primary focus was pain-points that first emerged, or hit their tipping point, in 2020.
This begs the question: How are brands identifying “real customer pain-points”? Rightpoint’s survey found that 64% of respondents relied primarily on ratings and reviews to measure customer sentiment and the success of their CX initiatives. However, looking just to ratings and reviews as an indicator of success for CX initiatives presents more than a few challenges. By their very nature, online reviews are reflections of opinion and influenced by many uncontrollable factors. Therefore, when considered alone, they can provide limited or misdirected insights on the total customer experience.
The key to solving real pain-points in 2021 and beyond is by leveraging a variety of sources of qualitative and quantitative data. Here’s more on what that entails and how you can get started.
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Learn about leveraging qualitative and quantitative data for maximum accuracy. Companies are tapping into a multitude of data sources to understand the experience. The best approach is one that strives to marry “Qual & Quant.” Qualitative data can be validated by quantitative, and quantitative can be contextualized, or “made tangible,” through qualitative. They can both give you guidance and understanding with regards to customers, and both are equally valuable in identifying emerging trends.
Discover the importance of closing the gap. Closing the gap between qualitative and quantitative data can feel onerous and be interpreted as a challenge to collect everything, but Rightpoint recommends a more purposeful approach—that is, a solid data strategy grounded in intention for how the data will be used. First start by defining the questions you want to answer, the parts of the experience you want to understand better and the audiences you care about growing most.
Find out what you can do to increase emotional loyalty. By correctly identifying and resolving customer pain points through a combination of qualitative and quantitative data, you’ll be building up a solid well of emotional loyalty—a blend of affinity, attachment, trust and advocacy. By harnessing both qualitative and quantitative data and insights together, brands can be most effective at understanding the root cause of pain points, the relative impact of those pain points, and how best to invest in the customer experience.