Building a CX Roadmap With Overlooked Datasets


When your team has been tasked with building the first real CX roadmap your company has ever had, which datasets will guide you?

Data overload is real — especially when you’ve been tasked with building the first real customer experience (CX) roadmap your company has ever had (which is what a lot of marketing teams are experiencing these days). Where should you look first?

For my team, there were five datasets that were especially helpful in building out a solid CX framework:

1. Psychographics: Behind the ‘Why’ of Customer Actions

Demographics are important. There’s no doubt about that. But mapping out our customers’ psychographics has proven to be much more valuable. Finding answers to questions like:

  • What motivates our customers?
  • What do they want to achieve?
  • What are their values, attitudes and lifestyle choices?

Remember — emotion is usually the difference between lost customers and retention. And “neutral” is not an emotion.

When I first started as a CX professional in the waste and recycling field, I assumed that decreased environmental impact and sustainability initiatives would be the big heroes of the day. So, that was the messaging that we pushed.

We quickly learned that stories about our drivers’ acts of kindness are what ultimately ended up capturing the hearts and minds of our customers. Stories like how one of our drivers pulled over and saved the life of someone after witnessing a motorcycle accident, or how one of our drivers used their tip money to buy books for the neighborhood kids on their routes — this is the type of messaging that really resonated with people.

Why? Because these stories ignite a deeply personal emotion. One that runs deeper than what people feel when they read statistics about how we’re reducing our footprint by using cleaner fuel in our trucks.

Don’t get me wrong — sustainability reports are still important. But the fact of the matter is, most customers feel a much more intrinsically personal responsibility to their families and communities than they do to the intangible “environment.”

Related Article: The Importance of Positive Emotional Connections With Customers

2. Referral Sources: How Do Customers Arrive?

Another overlooked dataset today’s top companies are beginning to analyze when starting to build out a CX strategy is how people are finding out about their companies in the first place. If you’re getting a lot of referrals from one particular source, it might be worth investigating that avenue further. This data also helps teams understand what type of messaging is resonating with potential customers.

While it will always be important to focus on your core customer base, don’t neglect the importance of reaching new customers. And finding this data is easy. Just start by investigating different avenues such as social media channels — including Twitter hashtags, Facebook business pages/profiles — and your Google rating and reviews.

3. Interaction History: Optimizing All CX Touchpoints

How have your customers interacted with your company in the past (e.g., online chat, phone call, in-person visit)? When did they interact with you? This will show your team how to best reach your customers with proactive answers to questions before they’ve even been asked.

Having a record of interaction history also allows teams to look past customer behavior and instead predict future behavior. What will customers purchase next? How often do they come back for more information? What questions are you not successfully providing answers to? This helps teams anticipate customer needs and optimize each touchpoint of the customer experience accordingly.

Related Article: Connected Customers, Connected Data, Connected Journeys

4. Customer Service Data: Empowering Call Center Agents

Every CX leader should spend their first two weeks on the job in their contact center with customer service agents. There is no quicker or surer way to discover gaps in customer-facing communication.

How do your customers interact with customer service? Do they call, email or chat?



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