There’s a problem with how many businesses view customer experience (CX) data: human beings cannot (and should not) be distilled down to numbers. For many years, experience programs have hailed numbers as a sort of holy grail, but the reality is that numbers are no substitute for genuine human connection.
None of this is to say that metrics aren’t important, but companies should remember that they can only reveal so much about why customers may be experiencing an issue or even why they remain loyal to the brand. With that in mind, we’re going to dive into a few things to bear in mind while creating more human and more connective customer relationships!
Numbers Alone Can’t Tell a Story
Before we get into how to humanize and improve customer experiences, we first need to understand why structured data can’t give us all the answers. For instance, it’s common to send out Net Promoter Score (NPS), Customer Satisfaction (CSAT/OSAT), or Customer Effort Score (CES) surveys after a customer interacts with a brand, but what do these scores actually tell us? A higher ease-of-use score, for example, doesn’t necessarily mean you made the customer happier or that you improved that customer relationship. You can speculate about numbers, but they don’t reveal the exact, organic reason why customers feel one way or another.
So, how can companies compensate for this lack of context? The answer lies in unstructured data and the Experience Improvement (XI) solutions that can turn it into actionable intelligence. That actionable intelligence, in turn, gives brands the chance to create a more organic, more connective, and more human customer experience.
How to Humanize and Improve Customer Experiences
Only when a business listens to human feedback can it respond with a more human customer experience. This means tapping into the voice of the customer by allowing customers to express feedback in their own words.
Consider platforms like Instagram, Yelp, and YouTube. People can use these platforms to freely (and frankly) express themselves in a way that numbers cannot allow. The result is a form of unstructured feedback that your brand can not only use to trace the root causes of experience breakages, but also to empathize with your customers.
After accumulating enough unstructured data, the next step is to analyze and act on what you’ve learned. However, that’s easier said than done, especially if your CX resources are limited. That’s why it’s important to desilo data and share customer intelligence with your entire company. Then, you can get multiple departments to collaborate and act on their role in humanizing the customer experience (this approach also creates a single, holistic view of the customer for your organization).
If your brand can offer experiences that are far more human, that’s far more valuable than achieving any high metric score. And it goes hand in hand with customer loyalty. When a customer feels empathized with and known as a person, that customer will return to your brand—even if there’s a lot of competition—because their relationship with you has transcended mere transactions. This is the heart of Experience Improvement—answering customers’ search for meaning while strengthening both your bottom line and your marketplace leadership!
To learn more about what makes doing business so dehumanizing and why brands need to challenge themselves to humanize and improve customer experiences, watch this video!