2.01 Primary Analytics Tool

Data integrity is critical if a business wants to alter aspects of the user experience.

Typically, one of the biggest areas of improvement is in the advanced configuration of the web analytics platform to provide accurate, granular level insights and give depth and clarity to understanding visitor behaviour.

2.02 VOC and Behavioural
Insight Tools

A key foundation for becoming customer-centric is utilising both qualitative and quantitative insights to inform the user experience (UX) improvement roadmap.

Not only is it crucial that businesses invest in tools to provide visitors with feedback options and insights in to their behaviour (which isn’t possible with an analytics tool only), but that they have the necessary expertise to extract and interpret the results.

2.04 Resources & Skills To Harness Tools & Technology

There is no point a company investing in tools and technology without having the resources and skills to harness the features and functionality those tools provide.

There can often be cases where companies have made significant investment in tools which appear to offer everything the company could ask for in order to excel, yet they simply don’t have the available resources or required skills to harness what is now available.

2.03 Business Wide Access to Customer Learnings

Ultimately, having a customer-centric mindset will lead to having a continuous stream of insights of user and customer behavior.

Providing access to these findings and learnings across different divisions of a business ensures that wherever there are opportunities to improve the customer experience, existing customer learnings are harnessed as part of the planning process.