{"id":6890,"date":"2018-03-06T00:00:00","date_gmt":"2018-03-06T00:00:00","guid":{"rendered":"http:\/\/prodim2020.wpengine.com\/dashboard-reporting-techniques\/"},"modified":"2020-09-17T14:20:00","modified_gmt":"2020-09-17T14:20:00","slug":"dashboard-reporting-techniques","status":"publish","type":"post","link":"https:\/\/inmoment.com\/blog\/dashboard-reporting-techniques\/","title":{"rendered":"Dashboard and Reporting Techniques to Visually Communicate Complex Data"},"content":{"rendered":"

Editor\u2019s note: This is a chapter from the ebook, <\/em>Unlock the Value of CX. You can download the entire book here<\/a>.<\/em><\/p>\n

In a world in which more and more data is available from a wide variety\u00a0of channels, many different information sources are being bundled to\u00a0form the basis for obtaining new and more detailed insights. Effective data\u00a0visualization gives users a comprehensive overview and the ability to drill\u00a0down on relevant details, thus supporting evaluation of all information\u00a0provided. The faster decision-makers are able to recognize opportunities\u00a0and risks, the better aligned their decisions.<\/p>\n

Visually Communicating Complex Data<\/h2>\n

In essence, data visualization is mapping out data in a way that delivers\u00a0explanations and exploration possibilities, making it easier for users to\u00a0\u201cread\u201d and process data-based information. The following design aspects\u00a0must be addressed to facilitate the reading flow for the user:<\/p>\n

\u2022 Targeted use of pre-attentive attributes, i.e. characteristics which are\u00a0perceived and evaluated subconsciously and prior to conscious processing\u00a0as information<\/p>\n

\u2022 The organizing of functionalities (e.g. navigation) in learned structures<\/p>\n

\u2022 Consistent utilization of recurring visualization elements<\/p>\n

Visualization Elements for Reporting Systems<\/h2>\n

The principle of infographics is often drawn upon in developing systemic\u00a0reporting solutions for visualization aspects, but the limitations of this\u00a0approach soon become evident. Users not only require flexible and\u00a0practical usage, which means a high level of accuracy and uncomplicated\u00a0visualization, but also the following as checklist criteria:<\/p>\n

\u2022 User-specific detail depth<\/p>\n

\u2022 Updated data<\/p>\n

\u2022 Interactivity<\/p>\n

The information requirements and selected mode of analysis thus\u00a0determine the choice of visualization graphics. As a rule, it must be\u00a0carefully reviewed which chart type is optimally suitable for conveying\u00a0the desired information. Ideally, a chart should display no more than six\u00a0values (i.e. elements to be read). The three sample charts below illustrate\u00a0how this can be accomplished:<\/p>\n

1. Structure-creating image elements provide orientation within the\u00a0content for dependable reading. Additionally, these image elements can\u00a0themselves be used for navigation, as buttons, for example, opening a\u00a0Touchpoint Detail Report.<\/p>\n

\"touchpoint<\/a><\/p>\n

2. Individual values can prominently be visualized using Big Number\u00a0Boxes. Additional information such as trend versus the preceding month\u00a0can be integrated via a simple icon.<\/p>\n

\"Score<\/a><\/p>\n

3. Icons with pre-attentive attributes which have corresponding\u00a0significance (e.g. smileys, traffic lights, stars) enable color-blind people\u00a0as well to intuitively process summarized and evaluated data.<\/p>\n

\"Smiley<\/a><\/p>\n

The Path to Reporting<\/h2>\n

Users today want to see only the information that is relevant to them,\u00a0enabling more effective and proactive response. This requires a reporting\u00a0concept for identifying different user types and groups and creating\u00a0profiles or \u2018personas\u2019.<\/p>\n

User profiles document differing information needs in terms of content,\u00a0structure, level of detail and mode of usage and display as well as\u00a0activation potential, responsibilities, bonus-relevant information\u00a0elements and scope of action.<\/p>\n

At the end of each user profile is a \u2018story\u2019 containing the parameters\u00a0for reporting (i.e. the set of dashboards) specifically configured for\u00a0the user group.<\/p>\n

Proceeding step by step from the starting report, users are shown the\u00a0information relevant to them and the interrelationships therein. In addition,\u00a0a dashboard shows possibilities for more in-depth views and further analysis\u00a0available to the user, providing insights into where action needs to be or\u00a0could be taken. A well-designed reporting concept integrates advanced\u00a0analysis capabilities and facilitates interactivity, making it easier to take\u00a0action based on perceived action relevance.<\/p>\n

Comprehensive Overview<\/h2>\n

Example: Emilia Schmitz is a brand communication executive. To oversee\u00a0corporation-wide brand cohesion, she and her team require an overview of\u00a0the entire array of communication channels and touchpoints. Within the\u00a0customer lifecycle, her customers have contact with various people\u00a0and departments within the firm. These contact points can influence\u00a0how the customer perceives the company and brand in both positive\u00a0and negative ways. She and her team thus are focused on improving\u00a0their support for the individual touchpoint managers in providing action\u00a0plans, ideas and concepts. She requires touchpoint monitoring that ties\u00a0all of the necessary information together in the background so that she\u00a0and her team have an overview displayed at all times of the most important\u00a0KPIs for each touchpoint.<\/p>\n

\"dashboard\"<\/a><\/p>\n

Ms. Schmitz and her team rely on the touchpoint dashboard as an\u00a0overarching monitoring and leading indicator system. Quick indicators in\u00a0the header of the dashboard enable her to see immediately where support\u00a0is most urgently needed.<\/p>\n

The dashboard is specifically designed to deliver core information.\u00a0Only a very limited range of colors are utilized, as the metrics are\u00a0prominently displayed and partially formatted (red, green etc.),\u00a0already bundling a lot of information.<\/p>\n

Integrated Analytic Capabilities and\u00a0Easy Interactivity<\/h2>\n

System users today more than ever insist on the capability to edit data\u00a0relevant to them. Current online-based solutions meet these needs,\u00a0providing export functionalities for independent further processing\u00a0of data.<\/p>\n

In addition, modern reporting systems are increasingly being utilized as\u00a0an analysis tool, having functionalities going beyond the typical, standard\u00a0filtering options that allow object-based content linking by users.<\/p>\n

At the start screen showing information defined as being of the highest\u00a0priority for the user group, a detailed view of the top level shows the\u00a0selected NPS\u00ae<\/sup> over time and per market, possible ordering channels, the\u00a0customer groups and strengths and weaknesses in the ordering process,\u00a0among other things.<\/p>\n

Every chart allows interactive drill-down by users. In addition to the\u00a0usual filter settings, users can drag and drop graphic elements like the\u00a0\u201ctelephone\u201d bar in the ordering channels chart into the report filter. By\u00a0clicking on the more detailed view for the ordering channel \u201ctelephone\u201d\u00a0the user is navigated to an overview of strengths and weaknesses or the\u00a0distribution of customer segments for that order channel, for example.<\/p>\n

This allows combining different content from the displayed charts in an\u00a0intuitive, object-based way to create complex filters.<\/p>\n

\"complex<\/a><\/p>\n

Text Analytics in Touchpoint Monitoring<\/h2>\n

Text analytic results can also be integrated into touchpoint monitoring,\u00a0enhancing analysis capability. In addition to keyword search, standard\u00a0elements for ongoing systematic evaluation of unstructured text are\u00a0available, including:<\/p>\n

\u2022 Basic comment sentiment, classified as positive, neutral or negative<\/p>\n

\u2022 Application of a scheme for comment categorization<\/p>\n

The left side of the first text analytics dashboard is focused on overall mood,\u00a0as indicated by the sentiment and positive or negative evaluations from the\u00a0top 5 text categories. The second dashboard, on the right, provides a visual\u00a0view of a specific customer group. An infographic shows the criteria applied\u00a0for customer segmentation. Sentiment thus reflects a segment-specific value\u00a0determined by the results of automated text analysis, combined with survey\u00a0data or CRM data for customer segmentation.<\/p>\n

Generating Actionable Information<\/h2>\n

Modern dashboards and reporting systems have to be usable as a\u00a0springboard for action, facilitating or suggesting necessary follow-up\u00a0action steps. There are differing approaches to realizing such capability,\u00a0such as<\/p>\n

\u2022 Single sign-on (one-time authentication via central access point to all\u00a0systems relevant for the user), which allows combined usage of different\u00a0existing systems<\/p>\n

\u2022 Processing into a single system, allowing users to switch between\u00a0various modules at any time<\/p>\n

\u2022 Custom buttons can be integrated into the respective reports at relevant\u00a0places which launch action planning or individual case management<\/p>\n

Challenges<\/h2>\n

Comprehensive touchpoint management requires a solid base of data.\u00a0The very best visualization cannot bring success if relevant information is\u00a0missing. This means that the necessary data from the various departments\u00a0and communication channels has to be structured and compiled in an\u00a0appropriate way.<\/p>\n

The Right Data<\/h2>\n

Most companies utilize dedicated systems, which in many cases are\u00a0deeply embedded within company structures and provide information\u00a0to a defined group of users. It is important when creating personas to\u00a0identify and link to the relevant information sources. Modern software\u00a0can interface with established enterprise systems via standard formats\u00a0(Excel, SSPS, etc.) or interfaces (e.g. API for Salesforce) in largely\u00a0automated fashion. This ensures that users start out with the data relevant\u00a0and important to them. In addition, all content and information generated\u00a0on the reporting platform can be exported in standard formats (Excel,\u00a0CSV, SPSS, PowerPoint or PDF) and processed outside the system and\u00a0re-imported back into company systems.<\/p>\n

Changes at Touchpoints<\/h2>\n

Digitalization has brought many innovations to the market, especially\u00a0in the areas of data communication. The shift toward new media and\u00a0technologies has created additional touchpoints which generate new data\u00a0streams requiring different modes of analysis and display. The content\u00a0focus at existing touchpoints is changing as well. The challenge is to\u00a0promptly recognize such changes and render these measurable and useful\u00a0for touchpoint management. Systemic solutions must be designed to afford\u00a0maximum flexibility, allowing rapid integration of new information sources\u00a0and adaptation of reports to meet the changing information needs or the\u00a0needs of newly added user groups.\u00a0The present trend is toward configurable solutions offering on-the-fly\u00a0calculation affording the flexibility required to quickly compile reports and\u00a0content, including self-service reporting if desired.<\/p>\n

\"self<\/a><\/p>\n

Success Factors<\/h2>\n

Very few enterprises have comprehensive touchpoint management in\u00a0place. Intuitive reporting systems are required to ensure transparency\u00a0regarding risks and opportunities across all touchpoints, but also certain\u00a0resources must be available as well in order to utilize such systems.\u00a0Pioneering enterprises that invest in comprehensive touchpoint\u00a0management will face the upfront challenges outlined above.<\/p>\n

There will be few if any overnight success stories to tell, as sustained\u00a0effort, patience, persistence and perseverance will be critical, along with\u00a0solid phased implementation planning taking account of both system\u00a0and personnel resources required. Then as the \u201clow hanging fruit\u201d is\u00a0harvested, efforts can proceed to plan the next steps and prepare for\u00a0wider rollout.<\/p>\n","protected":false},"excerpt":{"rendered":"

Editor\u2019s note: This is a chapter from the ebook, Unlock the Value of CX. You can download the entire book here. In a world in which more and more data is available from a wide variety\u00a0of channels, many different information sources are being bundled to\u00a0form the basis for obtaining new and more detailed insights. Effective Read more…<\/a><\/p>\n","protected":false},"author":9,"featured_media":6897,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[90],"industry":[],"class_list":["post-6890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-dashboard-and-reportingdata-collection"],"acf":[],"_links":{"self":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts\/6890","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/comments?post=6890"}],"version-history":[{"count":0,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/posts\/6890\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/media\/6897"}],"wp:attachment":[{"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/media?parent=6890"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/categories?post=6890"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/tags?post=6890"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/inmoment.com\/wp-json\/wp\/v2\/industry?post=6890"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}