CX Brussels: Winter Analysis Workshop 2020.

In November 2020, CX-Brussels hosted a winter workshop which was mainly focused on CX Analysis which is part of the training course: Customer Experence Analysis offered by CX Centric. The online event was structured in the following way:

The discussion points of the meeting were as follows:

  • How reporting can highlight actionable CX insights?
  • How to predict & prove the ROI of taking those actions?
  • How to translate 1 NPS point into £ and the Ideas to calculate CX ROI/benefit management.?
  • The first discussion point (How reporting can highlight actionable CX insights?) was however the one which was lengthy discussed on during the meeting. The two main trainers Peter Dorrington and Czarina Sheikh Mathew.

No stranger to the Customer Experience field, with more than two decades of experience in CX, Peter Dorrington got off the event to a flying start as he presented succinctly about CX Analytics. Peter defined CX Analytics as a variety of techniques for looking at lots of data to find out something one didn’t know. He further mentioned that CX Analytics is mainly focused on answering questions for/about customer interactions and journeys. Peter then stated the different types of analytics where he mentioned that the first type of analytics one goes through is that of Retrospective analytics (i.e Raw data, Clean data, Standard reports, Ad hoc reports, Query drill down and Alerts respectively) followed by Predictive analytics (i.e Explore, Predict and Optimise respectively).

After Peter’s presentation, Czarina Sheikh Mathew then went on to present. Czarina is a very experienced woman who cut her teeth as a Customer Experience and Service Delivery specialist where she has spent more than 25 years working with various public and private companies. Czarina presented about the Empathy map. She basically defined it as a collaborative tool teams can use to gain deeper insight into their customers.

The main takeaways from the group discussion included the mentioning of there being a quantifiable link between Employee Experience and Customer Experience thus happy employees = happy customers. Peter further mentioned that organisations also need to appeal to employees emotionally too, need to ‘engage and excite’ those who need to make the change this and this is called a transformation challenge.

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