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Intro

Just look at the numbers.

We all do a good job. We understand ourselves and can explain to others the importance of constantly improving the customer’s experience when interacting with our company, i.e., improving the quality of the user experience.

We improve the interfaces of our websites to make them logical, intuitive, fast loading, stable and secure. We ensure that we are cross-platform and provide access to the company’s services from any convenient channel.

We make sure our support team is always easy to reach by phone, website chat, or social media.

Our employees are just as dedicated. We make sure that the time it takes to deliver the service is as short as possible while maintaining the highest quality. Managers learn scripts and build an emotional connection with the client, creating a unique connection between the client and the brand as best they can, striving to make the contact both pleasant and meaningful.

But how do we know if all this effort is paying off? How do we track which of our solutions are working and what specific results we’re getting? Can we be sure that among our successful solutions there are not some unsuccessful ones that do not work as expected?

We all make the common mistake of judging things based on our own impressions, scattered reviews, or personal beliefs about what is good for our customers and what they will not like. In my opinion, this is a very unreliable way of doing things.

One way to get a good estimate of these factors is to use data conversion.

Meticulously collected.

Properly compiled into reports that are detailed but understandable.

And expertly analyzed.

In short, look at the numbers.

Today, we’re going to talk about where to get them.
And how you can use them to start building a system of continuous customer experience improvement for your business.

Where to get data for customer experience measurement

1. Web analytics: The foundation of digital business

When it comes to customer experience in digital business, you should start with web analytics. This tool allows you to collect the maximum amount of data about user behavior on the website, which is the basis for further analysis and improvement. Most importantly, web analytics must be properly configured to provide useful information.

Nowadays, there are many tools available to collect data using web analytics:

– Google Analytics: The primary tool for tracking traffic, visit sources, site interactions and user behavior. It is one of the most popular and powerful services that allows you to understand how users interact with your site, which pages are most visited and where they get “lost”.

– Microsoft Clarity: A tool that has become increasingly popular in recent years. It not only collects traffic data, but also provides the ability to analyze user behavior at the level of interaction with the site. Clarity provides detailed information about clicks, scrolls, heat maps, and even records user sessions. This allows you to identify where users are having problems and what is making them uncomfortable.

– Hotjar, Plerdy and other tracking services: These tools help you analyze user behavior with heat maps and session records. You can see how users move around the site, what they pay attention to, and what elements they might miss. This data shows not only what users are doing, but also why they are doing it.

Each of these tools provides valuable insights to explore and opportunities to improve the user experience. The important thing to remember is that the more data you collect, the deeper you can dive into analytics and find weaknesses that can be improved.

2. CRM systems: Collect data to understand the customer

The second most important source of customer experience data is the CRM system. The main question such a system should answer is whether the built-in customer experience is driving repeat sales, increasing conversion, and raising the average check. If it doesn’t, there is a failure somewhere in the system.

A few conditions must be met in order to understand this:

1. A CRM system needs to be implemented. It’s hard to talk about customer experience and improving it if a company doesn’t use CRM. If you’re reading this article, you probably already recognize the necessity of CRM for modern businesses.

2. CRM needs to collect and organize data. All data from initial customer contacts, orders, deal closures, and repeat sales should be neatly collected and organized.

3. Data needs to be analyzed. This is critical to identifying trends and understanding which factors drive success and which inhibit growth.

For example, a medical clinic uses CRM to track patients. The system records when a patient first contacts the clinic, such as through the clinic’s website, makes an appointment, has a procedure, and other interactions, such as return visits or leaving feedback. CRM collects data on how long the patient waited at the appointment, whether they were satisfied with the service, and whether they are willing to return.

Now, based on this data, it can be seen that patients who spent more than 15 minutes waiting for an appointment are more likely to leave negative feedback and less likely to return. This allows the clinic to understand that it needs to optimize the appointment and reception system to reduce waiting times and increase loyalty.

3. Data synergy: Linking web analytics and CRM

If you really want to understand what your customers are experiencing, you can’t just look at web analytics and CRM data separately. You need to link them together and take a look at them as one big picture.

For example, web analytics may show that people frequently visit a product page but do not make a purchase. In CRM, on the other hand, you can see that customers who came from a particular promotional campaign are more likely to sign up for return visits or order additional services. For example, a patient who signs up for an initial consultation may immediately sign up for an ultrasound or lab test. By combining this data, we can determine which promotional campaigns not only attract potential customers, but also help drive sales of related services.

This synergistic approach allows you to better identify where the weak links in the customer experience lie and what needs to be improved. You can use tools such as PowerBI, Looker Studio, or built-in analytics services in your CRM, such as Zoho Analytics, to combine disparate data into clear and visual reports. This will help you see the full picture and draw the right conclusions from the data.

4. Involve employees in the improvement process

The data collected through web analytics and CRM should be available to everyone who needs it, not just management. This includes marketers, advertisers, and sales managers who interact directly with customers. The idea is that everyone can use the data to improve their work.

Marketers can use data about which ad campaigns generated the most leads to optimize their strategy. Advertisers can see which ads generated the most interest, and managers can see what factors bring customers back or drive them away. For instance, when we at Registeam have access to sales data through our CRM or aggregated reports, we can make the right decisions and scale successful campaigns much faster.

Having access to analytics helps everyone understand how their actions affect the customer experience and quickly adapt their work to get better results.

Summary

Fundamental to creating a quality customer experience is an organization’s ability to collect, analyze, and interpret data. This enables you to find solutions that truly improve customer interactions.

The key to making informed decisions for continuous improvement is properly aligned data reporting and analysis.

At RegisTeam, we help businesses scale with PPC and SEO, and build analytics using reliable and proven web analytics systems. Our team of professionals is ready to help you every step of the way, from setting up advertising campaigns to generating structured reports that allow you to make informed decisions and improve the customer experience.

If you’re interested in how advanced technologies like AI-driven CRM systems can further enhance customer understanding, we recommend exploring this GoodFirms research on AI-powered CRM, featuring insights from industry professionals.

We look forward to helping you manage your business growth with confidence!