To meet your customer experience (CX) goals, you first need to understand the current state of your customer journey. But gaining the level of understanding necessary is easier said than done. The customer journey is made up of countless moments\u2014even a CX program with boundless resources wouldn\u2019t be able to examine them all! The key is, then, to focus on the moments with the greatest impact on your customers, be they positive or negative. And that\u2019s where customer experience analytics come in.<\/p>\n\n\n\n
Many of you may be familiar with the basics of CX analytics, but for those of you who could use a primer, we\u2019ve got you!\u00a0<\/p>\n\n\n\n
Customer experience analytics concern the strategic process of discovering, collecting, and analyzing customer data in order to obtain the intelligence businesses need to inform the decisions they make. <\/p>\n\n\n\n
Whether this customer data is solicited (through email or SMS surveys or in-app\/online intercepts) or unsolicited (via review sites or social media), the right customer experience analytics can pick up on opportunities for improvement throughout the customer journey.<\/p>\n\n\n\n
There are various vendors that offer customer experience analytics (you can check out a third party analyst ranking here<\/a>), but today, we are going to talk about a specific solution: Touchpoint Impact Mapping.<\/p>\n\n\n\n Touchpoint Impact Mapping<\/strong> is a unique analytical approach that brings the emotional state of the customer journey to life at every touchpoint. This approach is based on behavioral sciences\u2019 \u201cPeak-End Rule<\/a>,\u201d which states that our perception of our experience with anything\u2014a brand, a person, a place, etc.\u2014is largely shaped by intense positive or negative moments within that experience.\u00a0<\/p>\n\n\n\n