The volume, velocity, and variety of data that your customers produce on a daily basis means marketers must find new ways to measure the digital customer experience beyond the traditional Net Promoter Score (NPS) methodology.
Marketing pros need to combine this data with other descriptive and behavioral attributes captured at the individual level to make the data actionable for their digital strategies.
We’ve integrated Decibel’s proprietary Digital Experience Score (DXS®) – the first digital version of NPS – into BlueConic’s unified customer profiles to give marketers like you a single view of the customer.
We spoke with Decibel VP Partnerships Jim Misuraca to get insights from him as to why measuring DXS at the individual level is critical to a greater customer-centric understanding.
Your digital customer experience strategy defines your marketing success
Roughly $62 billion is lost by businesses each year due to poor digital customer experiences, Misuraca noted. (If that figure doesn’t make you cringe at least a little, I don’t know what will.)
There are endless article and guides out there about improving customer experiences online — but what does that even mean? What vague, elusive thing does “customer experience” even refer to?
“Experience” is subjective, personal, and qualitative in nature. This, Misuraca relayed, makes it difficult to quantify — especially across your digital offering, where visibility into customers’ behavior and feel is obscured by a transaction that takes place remotely on a personal device.
But if you have no real visibility into the nature or quality of the digital customer experience on your websites and apps, you have limited hope of making the one you offer your audience any better.
How to measure digital customer experience — and precisely — for your brand
To arm yourself in the battle for providing the best digital customer experience, you may check various reports, sampled customer surveys, and look at metrics ranging from NPS and bounce rates to conversions.
Even with all this data, though, you know there’s something missing, and a question lingers in the back of your mind: “What’s the customer’s experience with our business actually like?”
Say someone buys a lamp from your online store.
Does this mean they had a good online experience on your website or mobile app? Or did they just really want that lamp? Moreover, will that person buy from you again?
“Unless each customer actively tells you the answers to these questions in rich, accurate detail — something both highly improbable and impractical — you have no real way of knowing,” said Misuraca.
With the Decibel connection now available in BlueConic, we’re changing this.
Monitoring your customers’ ongoing digital experience with your business
“Over the past few years, Decibel has built the world’s first Digital Experience Intelligence Platform, designed specifically to address the knowledge gap enterprises have when it comes to understanding and improving digital experiences,” said Misuraca.
This work, he adds, has culminated in the first comprehensive, quantifiable measure of digital customer experience — and a new avenue for digital transformation for businesses.
“The DXS is the first ever all-encompassing metric for measuring customer experience online,” Misuraca shared. “It provides objective measurement of customer experiences on your websites, web applications, and native apps.
Powered by machine learning, Decibel’s proprietary algorithms process hundreds of smart new digital interaction metrics — purpose-built to measure experience online — and automatically calculate an experience score for every visit to your websites and apps.
“DXS is based on five pillars of digital experience: navigation, engagement, frustration, technical and form experience,” Misuraca noted. “Reporting-wise, it rolls up from individual sessions, to individual pages, to the entire website or app – so you have visibility into opportunities for improvement at every level of the online customer experience.”
A holistic view of digital customer experiences essential to evolving your strategy
With DXS access in BlueConic customer profiles, companies no longer need to sift through dozens of reports or maintain custom KPIs to track the quality of experience on their digital properties.
Instead, these professionals have a go-to, universal, digital CX metric that can be segmented across their entire offering and audience for immediate insight into where the biggest wins lie – all without having to ask customers a single question.
Ultimately, this connection allows BlueConic customers to pass this smart new data into unified customer profiles, in turn enhancing their dashboards and completing the story of customer behavior and website performance.
Through using this Decibel integration, marketers can:
- Combine DXS with any of the attributes already stored in an individual’s BlueConic profile for a complete view and understanding of their digital customer experience
- Build segments in BlueConic that inform intelligent acquisition and conversion marketing programs
- Leverage cross-channel insights to discover new, high-value audiences; reduce barriers along customers’ decision journeys, and identify the best ways to optimize marketing performance against the most critical KPIs
In other words, this partnership is what allows marketing pros such as yourself quantify the digital experience their leads and customers have with them. This can help them improve customer expectations of and experiences with their brands over time.
All in all, DXS is an invaluable resource to have at one’s disposal — especially in conjunction with a platform like BlueConic.
Request a BlueConic demo today to discover how our CDP can help you deliver better customer experiences and accelerate business growth.