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What Analytics Do You Need to Deliver a Digital-First Customer Experience?

Customer analytics are essential for forward-thinking businesses. But what analytics do you need to deliver a digital-first customer experience? Find out.

JULY 21, 2023

In today’s digital economy, experience is key. Every interaction can affect a customer’s loyalty to your business. Building a digital-first customer experience allows you to create personalized interactions at every touchpoint. But doing so depends on truly understanding who your customers are.

This is why it’s essential to use the right analytics tools. Knowing as much as possible about who is browsing, buying or researching your products and services allows you to personalize your approach to keep them engaged. 

What Analytics Do You Need to Deliver a Digital-First Customer Experience?

Your analytics should help you deliver a brilliant customer experience, measure success and feedback and use these insights to iterate and optimize their next interaction with your brand. But with analytics taking so many forms, each with different capabilities, how can you know which are most useful to help you deliver a digital-first customer experience? 

Here are four types of analytics that can provide clear and actionable insights. 

Real-time Analytics

Real-time analytics allow you to make decisions confidently backed up by data. Receiving data insights in real-time means decisions can happen more quickly, allowing you to respond as soon as you recognize a problem or trend. You can also pay more attention to customers as individuals and incorporate more personalization into a customer’s digital experience. 

Real-time analytics helps to build your customer’s trust, as they can quickly see improvements and know they are being listened to. 

Interaction Analytics

Interaction analytics pulls data from various platforms and touchpoints where customer interactions occur. This data is structured and filtered through machine learning (ML) and natural language processing (NLP). Artificial Intelligence (AI) then analyzes this data to analyze customer sentiment, detect trends and produce insights. By analyzing customer interactions, you can better understand your customer and create a platform tailored to them. 

Advanced analytics platforms, such as Sutherland CX360, allow you to look at 100% of customer interactions, meaning you can understand customer sentiment and needs fully. This helps improve engagement, retention and loyalty. 

Predictive Analytics

Predictive analytics uses statistical modeling, data mining techniques, artificial intelligence (AI) and machine learning (ML) to make predictions about future outcomes. This allows you to confidently make changes to improve the digital experience, as you can analyze these changes and ensure the impact is positive. 

Predictive analytics removes guesswork and risk, allowing you to weigh alternative options and see which will provide the greatest benefit. Sutherland CX360 uses predictive models for outcomes by interaction, agent, and team, providing richer insights and allowing you to make even more informed decisions. 

Voice of the Customer Analytics

A voice of the customer analytics program allows you to truly understand the customer’s needs, wants and expectations from your business. By analyzing feedback from each stage of the customer journey, you can clearly understand customer expectations, so you can take action to close the gap between their expectations and the experience they receive. 

A successful VoC analytics program will identify areas for improvement, establish marketing strategies, inform research and development efforts, and provide competitive insights. 

Realizing Analytics-Powered Customer Experience

Choosing the right types of analytics – and analytics tools – empowers you to make intelligent and confident decisions to improve your customer experience. By gaining a clearer picture of your customer and their needs and expectations, you can use these insights to create the ideal digital experience. 

With 74% of customers using multiple channels to start and complete a transaction, your analytics tools need to be up to the task across your omnichannel strategy. Integrating analytics into multiple customer touchpoints ensures that regardless of how a customer interact with your brand, the experience is seamless every time. 

By using advanced analytics tools like Sutherland CX360, you can gain a deep and clear picture of your customer. To find out how Sutherland’s can help you to build a robust digital-first customer experience, reach out today.

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