In the past, companies would only ever do customer research if their products weren’t selling, their services weren’t popular, or if they were trying to launch something new. Today it has moved into a far more valued and useful space, but there are leaps and bounds still to be made in the field. We believe that the customer experience research of tomorrow will dictate entire strategies, enhance profits and take customers from using brands, to being a part of them. That’s why we are proud to announce the next step in our research, design and technology – The Experience Dashboard.
Think about being in the driver’s seat of a car: you have a speedometer, a distance meter, fuel gauge and a clock. Without the speedometer you’d be up to your neck in fines, without the fuel gauge you’d be stranded on the side of the road, without the clock you’d never get anywhere on time and without measuring your distance, you’d never know when you’re due for a service. The point is, each feature has an important role to play, and having them all together makes more sense for you. It means you can focus on the road ahead with a clear picture of where you’re going and how to get there in the smartest way possible.
In the same way being able to see an overview, as well as the smallest detail of your brand-customer relationship is what separates the Experience Dashboard from a singular project or research objective. It makes findings even more valuable because all aspects are connected. It serves as an interactive, constantly updated map of the customer, and it can be tailored to each brand. When you opt for a dashboard you are aligning all your customer touch points with the unique customer experience your brand aims to offer. Touch points are divided into physical and emotional categories. In the physical category you are able measure your service delivery. But in the emotional category, it’s the experience that is measured. Things like, how trustworthy they perceive you to be, how cared for and empowered they feel, and the overall emotional value they place on the brand. The touch points can then be measured and weighted according to their contribution to the overall customer experience. And going a step further, a company may decide on the weighting of physical factors in relation to emotional factors.
The Experience Dashboard is best suited to large companies that have a host of different touch points and a wide distribution. Under normal circumstances a smaller company may be able to get in touch with every department and aspect of their business, but for large corporations this is, or rather has been impossible. Profit loss and costs often occur because of the inability to manage and measure all the customer touch points simultaneously. In fact, according to CEO of Interact RDT, Dave Benjamin, “The cost of not doing it is greater by a factor of a hundred”.
And the upside of implementing the Experience Dashboard is that you’ll never have a backseat driver when it comes to how you use the Dashboard. Once set up, it can be accessed and used by the relevant people within your company – directly. You can see what’s lacking, what’s being delivered well, and how these results impact the experience as a whole. And if you want to know your customers better, you can zone in on specific segments, and find out what they think and feel about your brand. Instead of waiting for the close of a financial year to find out where your brand stands, you can maximize profit and better your offering to the customer throughout it. Most importantly, you have the power to build your own smarter, well substantiated strategies, rather than relying solely on the solutions of others.