Product Management

8 min read

How To Use Customer Data for a Better CX

A reported 92% of consumers say that having a positive customer experience (CX) makes them more likely to purchase from a company again, and 89% of business buyers say the same. While PMs do their own data collection and analysis, CX is at the core of what customer success teams do as well, so it’s important for both teams to share what they learn through customer data in order to create a better customer experience. 

Customer experience is the result of any interaction a user has with your product or service. A positive CX can help foster strong customer loyalty —it can help retain current users and encourage them to refer your product to others.

Customer data—the information you collect when consumers interact with you on and offline—helps you build positive relationships with your consumer base and create a better customer experience. Customer data can include identifiers like name and email address, website and mobile app interactions, product usage, and more. To get the right customer data for CX, focus on quick feedback responses, opt-ins, and a better understanding of who the consumer is and how they move through the customer journey. 

Quickly Address Customer Feedback To Keep Customers Engaged

How you respond to customer feedback (and how quickly) can make a difference in how consumers perceive your company. If you’re not proactive about implementing customer feedback data and following up with customers, they may start to have negative feelings about your product and use it less. For a positive customer experience, you need to consistently address customer feedback quickly and efficiently. 

Responding to Customer Reviews

For instance, if you receive a negative review from a customer, you may still have a chance to salvage their customer experience and make it positive. According to one report, “56% of consumers say that a business’s responses to reviews have changed their perspective on the business.” Your customers could be open to mending their relationship with your company if you make an effort to address problems after receiving their feedback. 

Responding to Product Feedback

Additionally, if a customer identifies a bug and reports it, they may feel unvalued as a customer if you never respond to update them on the solution or let them know you’re aware of the problem. UserVoice is built specifically for managing customer feedback about your product, so that you can help customers feel heard when they voice their concerns about your product. With UserVoice, you can send a quick follow-up email, send an Outreach campaign, or change the status of the feedback to let customers know you’re working on the problem via UserVoice once the bug is fixed and ask if they have any questions. They get another chance to update you on any issues they may have come across in the meantime, and you get to both fix a bug before it becomes a major issue and leave a positive impression on the customer.  

“You should also focus on making your customer care efficient and empathetic so they can deal with customer queries without being disrespectful,” he says. A feedback management tool like UserVoice Discovery helps you organize and filter customer feedback, so you can easily share recurring themes, product gaps, feature requests, or customer complaints with the rest of your team and make plans to prioritize them in order of impact and importance. Our software also allows customer facing teams to leave feedback on behalf of customers so their feedback doesn't fall into a black hole.

Having all of your feedback in one place will make it easy to prioritize next steps and respond to customers in a timely manner. 

Unify Customer Data to Better Understand Your User Base

Bringing all of the data you’ve collected together gives you a full picture of your customers that you can use to modify your product and customer experience to fit their needs. 

Shaun Connell, founder of Connell Media, notes that integrating data from multiple touchpoints can help you evaluate how satisfied your customers are. He calls consolidating customer data ‘Customer 360’ and explains that it “allows organizations to view their relationship with their customers experientially, allowing them to identify potential stumbling blocks across different touchpoints and amend them based on their gathered intelligence.”

UserVoice centralizes all of the product feedback you gather into one cohesive platform where it can easily be linked to your CRM or product management stack so you get the complete picture. For example, with UserVoice, your team can integrate Salesforce to unlock more customer data including account, revenue, and industry insights to better understand which feature requests and ideas are resonating with prospects vs. existing customers.

Once you have insights based on data, apply changes to your product and funnel to decrease the amount of time new users spend in onboarding learning about your product so they can move down the funnel more quickly and become loyal users. 

Building a Product Validation Process

Building a Product Validation Process

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Better Customer Experiences Are Rooted in Data-driven Understanding of Your Users

You can’t know what is creating a negative customer experience without first understanding who your customers are holistically, particularly their perspective on what makes a high-quality experience with your brand. 

Once you have the tactics in place to collect and optimize your customer data, decide which customer data points your company will focus on improving first to create a better customer experience.

UserVoice Discovery can help you collect customer feedback and make it easy to manage. To see if UserVoice is right for your company, set up a demo.

Jeanna Paden

Content Marketing