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How CX programs help brands put a data point behind every decision

Jacqui Mueller | Feb 6, 2018 Jacqui Mueller 02/06/18

Meaningful, positive change starts with recognizing your challenges. That’s the easy part of a CX program, especially given today’s tools that help brands tap into customers’ perceptions. What happens next calls for thoughtful analysis. Where are you going to invest your resources? What deserves your attention, and what will make the biggest impact on overall brand performance?

To showcase full the potential of a CX program, you need to prove it’s more than just a performance tracking device or problem diagnostics tool. A truly effective program should help you build a growth strategy that puts a data point behind every decision, so you can feel certain you’re making changes that deliver results. So which reports will help you do that? Here are some ideas to get you started:

Department-level behavior: Identify opportunities to drive share of basket

A department-level behavior report shows which department customers shop most and how they rate the experience for each. If some of your departments have lower traffic and poor scores, you need to investigate quickly to see why. Otherwise, you risk letting customers shop your brand for some items and head to competitors for others.


To bump up your share of basket and inspire customer loyalty, your brand needs to meet every shopper’s needs across every department. Focusing on improving both sales and CX scores at the department level helps brands prevent loyal patrons from becoming partial purchasers.

Promotions + limited-time offers: Innovate with confidence

Even loyal customers want you to keep innovating, but the new stuff better be good or you could give your competitors a chance to get ahead. When you introduce new product lines or menu items, add questions to your CX survey to get a real-time read on what customers think. By matching your measurement strategy to your innovation strategy, you’ll be able to:


  • Benchmark CX scores for new items versus core items
  • Gauge whether new products attract first-time guests + key demographics
  • Identify potential issues before committing to full rollout

New location analysis: Bolster your expansion strategy with customer insights

If you’re asking the right questions and taking the right actions, customers will reward you by visiting more often and recommending you to others. That puts you in position to open new locations. Interestingly enough, breaking into new markets isn’t always business as usual. The report below shows how a brand’s key drivers tend to shift at new locations.



Break out your stores by age so you can see which measures matter most and where you need to allocate resources for your next grand opening. And for added clarity, group metrics according to different aspects of the experience, so you can understand which issues might be attributed to:

  • Inexperienced staff
  • New store layouts
  • Unfamiliar customers

Omnichannel analysis: Meet customer expectations across every touchpoint

Your brand faces competition from multiple directions—whether it’s the competitor across the street or the app on your customer’s phone. Staying relevant in a world gone omni means you have to adapt to customers’ evolving expectations—and that means measuring every touchpoint. As an example, look at the graphic below.



This report shows how a brand’s buy online, pick-up in store (BOPIS) channel resonates with customers. With wait time as the top driver of Overall Satisfaction, it’s clear this brand needs to find ways to streamline fulfillment processes, train staff, and establish clear goals to shorten wait times.

Don't settle for a feedback program—build a customer insights program

A feedback program essentially amounts to a list of customer reviews. There may be some interesting tidbits here and there, but for the most part, it’s just something that sits on your shelf collecting data. A customer insights program, on the other hand, makes that data actionable by using reports like these to tell you how customers really feel about your brand experience.

To learn more about building a data-driven, customer-centric strategy, check out our best practice guide: Metrics that matter: 11 reports that translate CX data to program investment.

Jacqui Mueller | VP, Client Insights