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What Is CX Data (And Why Does It Matter)?

In the CX world, we often find ourselves surrounded by positive-minded people who prioritize improving the human experience and tend to deprioritize data. At the same time, however, funding and stakeholder buy-in is crucial, and numbers play a significant role in the federal space. This is where CX data comes in to help us validate our discoveries, demonstrate the ROI of CX, and convince stakeholders why it matters.

So, what is CX data, why does it matter, and why is it sometimes difficult to obtain? Let’s explore these questions and understand how CX data can improve the constituent experience and drive informed decision-making.

The CX Data Effect

In the world of federal agencies, budget justifications and decision-making heavily rely on objective data. Congress looks for reliable numbers to make informed decisions and allocate resources accordingly. CX data allows agencies to demonstrate the impact they have on citizens and supports strategic goal setting and decision-making at all levels. It helps agencies streamline processes, improve their overall operations, and achieve their mission.

ROI Measurement

When embarking on a CX improvement journey, it’s essential to capture baseline measurements that reflect the current experience. By analyzing quantitative and qualitative data together, you gain valuable insights into the “what” and “why” of the customer experience. For instance, you can uncover that someone spent six hours navigating the grant review process and understand why it took them so long by collecting qualitative data during interviews. This combination of data helps measure the impact of improvements over time. If you manage to reduce the time spent on a process from six hours to just two, that’s a significant improvement.

However, accessing quantitative data can be a challenge. It’s necessary to collaborate with an agency’s chief data officer or someone similar who can provide the specific types of data being collected. This process becomes even more complex when certain data is missing, posing a substantial issue for ROI measurement. We’ll talk more about overcoming access challenges in a bit.

Customer Feedback

Customer feedback plays a crucial role in complementing quantitative ROI data. Through surveys and a mix of qualitative and quantitative questions, you gain a deeper understanding of the customer experience on an individual level. Survey responses provide valuable insights on what is going well and areas that need improvement. This feedback serves as a guide for iterative improvement, enhancing the overall customer experience and driving user engagement and loyalty.

Securing access to customer feedback data involves identifying the right person responsible for survey distribution, ensuring the survey captures feedback at the right time, and targeting the appropriate users of the software or solution.

Improving CX with DX Data

To truly improve the customer experience, you’ll need to add digital experience (DX) data to the mix. This data involves tracking user interactions with machines in detail, such as mouse paths, search terms, and clicked links. By analyzing this data, you gain invaluable insights into the user’s expectations versus reality and identify areas for improvement. For example, if a user can easily find the information they need within a few clicks, it indicates a positive experience. DX software is necessary for collecting this data, as it tracks user interactions and interface issues.

By leveraging DX data, we can bridge the gap between customer expectations and their actual experience. It helps identify breakdowns in interface design, language, and terminology, allowing us to streamline and enhance the overall experience for users. However, gaining access to this data requires ownership and security considerations, as the software needs to be available on the machines.

Challenges in Obtaining CX Data

Many federal agencies extensively rely on legacy systems that were designed without data collection in mind. However, incremental improvements and updates may have added data collection capabilities. Understanding the technology being used and the functionality of existing platforms becomes a crucial step in accessing reliable data. Additionally, ensuring data accuracy and valid analysis is essential when working with modified legacy systems.

CX data is essential for demonstrating the ROI of CX initiatives, making informed decisions, and ultimately improving the customer experience. By leveraging quantitative, qualitative, and feedback data, agencies can enhance their operations and communicate the impact they have on citizens effectively. Embracing the power of CX data unlocks potential and leads to greater success!