Tackling Feedback with a Bigger Picture and More Efficiency — How Customer Experience (CX) Works
Your most unhappy customers are your greatest source of learning. — Bill Gates
Have you ever heard your friends or family complaining about the performance of a brand or product that you worked on? If you have, I believe you are a good guy and deliver them (feedback or complaint) to the related team to solve. Unfortunately after you checked on the data, the issue rarely occurred. In addition, there are also hundreds of feedback that they received and currently on-progress to tackle each of these issues with a chaotic backlog.
A Brief Explanation of Customer Experience
Customer Experience (CX) is a team that designed with an objective to understand what customer experiencing, analyze issues to find the root causes and create recommendation to tackle the issue.
CX covered the overall aspects of what users experiencing from the perception of the brand itself, buying process from the homepage until check-out & payment and post-purchase.
CX works in a wider view where few users don’t represent the bigger picture of the issues that are currently face. Collective feedback and complaints are needed to enable the brand or product to close the loop in order to solve the occurring issues.
Tools
The most used channels to gain feedback are complaint tickets and surveys. When users complain, it translated into issues while doing a process (purchasing, payment, etc.) in the business itself. Meanwhile, distributed surveys can give deeper analysis, such as the perception in our brands or products, what thing goes good and vice versa. Users that have no issues will not complain but they have other perspectives that will increase their experience, such as few payment methods, poor User Interface (UI), etc.
Prioritize Issues using Pareto
Following the collection process, data processing is done to prioritize issues which will impact to customer satisfaction and ensure that analysis are done more effectively and efficiently. For this article, we will discuss Pareto Analysis (80/20 rule) which is the most used tool for issues prioritization.
Pareto is a decision-making technique that statistically separates a limited number of input factors as having the greatest impact on an outcome.
Pareto charts are one of the total quality management tools which can use to organize issues, problems, or defects to help focus on problem-solving efforts. The chart is developed by Vilfredo Pareto, a 19th-century economist, and popularized by Joseph M. Juran.
The benefit of Pareto analysis is to focus on the 20% that matters because only that few produces 80% of the results or impact. At the end, prioritize on 20% of inputs to solve the majority of problems.
These are steps and an example to understand how to create Pareto analysis from customer feedback.
Step 1 — Group Similar Issues into Topics
First of all, list all feedback responses from customers and group them into similar topics. Add details into each categorization to differentiate the issues.
Step 2 — Percentage The Number of Response and Sort from The Highest
Feedback Results Table with Percentage
After categorization is done, sum-up the number of responses for each topic to gain a bigger picture of the issues, then calculate the percentage/portion of the categorization to the total feedback.
Feedback Results Table with Accumulated Percentage
Sort each topic from highest percentage to the lowest. Then, accumulate each category until it reached 100%.
Step 3 — Focus on What Matters
The next step after table set-up is to create a combo chart which consist of column and line chart. The chart is needed to get the visualization of the bigger picture of the feedback.
Set the primary y-axis into frequency and secondary y-axis to accumulated % total column while the x-axis is the grouping categorizations.
After the chart is developed, area to be focus can easily be identified. Refer back to the previous section, the focus area should be on 20% of category which contributes to 80% of problems. Thus, we only focus on the first 2 problems, in this case, is Payment and Shipment. Keep in mind that the lowest score may not be even worth to bother. After prioritization, the issues are breakdown into more details (that have been created in Step 1) to focus on the specific problems as follows.
If we take a look at the example above, the issues that should be focused on are long payment verification (payment), few payment methods (payment) and late shipment (logistic). Then, the solutions have to tackle these three issues in order to tackle the customer pain-points on Payment and Shipment Issues. If these issues are solved, most of the customer pain points will be covered and if the solution given is right, these issues will be majorly reduced.
Create More impacts
In the modern era where everything dynamically changes, an agile approach is needed to quickly adjust and exceed customer’s expectation.
When compilation of all feedback and further collection is done, the bigger picture of customer pain-points will be visualized and enable issues prioritization which will result in the highest impact with more efficiency. While the study case example of Pareto analysis is used on customer feedback, the same approach can be used to analyzing internal data.
This is just only one of the methods used in analyzing customer experience. There are many more to come as we will provide more examples of our methods and analysis tools in the future!
