Customer Experience Analytics is the work done to collect, in real time, information about the experience that customers (or students) have in the relationship with a brand across its different channels and points of contact.
As the customer experience is becoming increasingly evident, this analysis process is a trend in Marketing, especially in Educational Marketing, and it generates a series of competitive advantages for those who use it.
Next, we will present the main benefits of Customer Experience Analytics, also known as CX Analytics.
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You get to know about customer interactions with the brand in real time;
It is possible to obtain Customer Experience Metrics for real-time campaigns;
Using trial and error is faster;
Avoid high investment in low-performing campaigns;
We identify interaction patterns between customers and brand;
Digital Marketing strategies improve the relationship between Educational Institutions and students.
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You get to know about customer interactions with the brand in real time
As the purpose of CX Analytics is to work with real-time data and generate reliable reports on each contact that customers have with a given brand, it is possible to monitor the evolution of this relationship.
In other words, you, as a brand, know the buyer's journey which is being followed by each student and starts to take into account micro-relationships and not just mapping what is expected at each point of contact.
This allows you to personalize the relationship and leave your team ready to get in touch as soon as a “sale” opportunity arises. This way, you can improve student recruitment.
It is possible to obtain Customer Experience Metrics for real-time campaigns
The famous KPIs (Key Performance Indicator), or Metrics (metrics) generated by CX can also be monitored when we use an Analytics process, mainly because the information is filtered and analyzed by a computer.
Some of the main metrics that we can monitor with the results of these interactions between students and the educational brand are:
- Net Promoter Score (NPS);
- Customer Satisfaction — Customer Satisfaction (CSAT);
- Customer Effort Score — Customer Effort Score (CES);
- Turnover Rate — Churn Rate;
- Retention Rate — Retention Rate;
- Customer Lifetime Value — Customer Lifetime Value (CLV).
All these metrics help to understand how satisfied the customer is in each relationship with the brand, and how profitable it is to invest, or not, in certain students. Each KPI draws attention to a certain part of your Marketing and relationship strategy that deserves attention (hence the importance of updating this information in real time).
Using trial and error is faster
Being able to collect so much feedback simultaneously and analyze it, CX Analytics allows you and your team to do one of the main bases of Marketing Digital: test different strategies.
Not sure if approach A or B is better? Put both into action and monitor the results of both. With real-time updates, it is easy to understand which one is performing well.
Therefore, testing advertisements, message formats, calls, service models and capture strategies becomes much more dynamic. This saves your team time and allows you to innovate without taking as many risks.
Avoid high investment in low-performing campaigns
Following the same logic of testing and removing unsuccessful strategies from circulation, CX Analytics facilitates the observation of Educational Marketing campaigns in real time.
This way, you don't have to wait until the end of a campaign to find out if it was profitable or not. By receiving data from interactions between the brand and students, and comparing it with previous campaigns, it is possible to create predictions of expected results.
So, just look at the numbers and make a decision based on information. If the campaign has a positive outlook, it is worth investing even more, but if the situation is not this, it may be interesting to cancel the strategy and think of a new one.
We identify interaction patterns between customers and brand
When collecting data so frequently, there is another very interesting factor that can be taken into consideration: the patterns of interaction between students and their Educational Institution.
By crossing data from all micro-journeys made by several people until they become students, it is possible to identify which ones generate each type of result (a new search for the brand, gaining new enrollment, etc.).
These standards are essential so that you and your team can map a purchasing journey that is more faithful to the processes that actually take place, avoiding the mistake of using a static journey that does not allow flexibility based on student behavior.
Added to this, Customer Experience can be worked on at each point of contact that has been identified, promoting a better result of interactions with the brand.
Digital Marketing strategies improve the relationship between Educational Institutions and students
When we understand what Customer Experience is and how it has been affected in the different channels in which the brand interacts with its audience, we begin to see opportunities to implement strategies.
This identification, as we said, shows the main points of contact and the possible result that interaction with certain student profiles generates in each interaction with your Educational Institution.
Therefore, it is possible build a Digital Marketing strategy based on this dynamic map of the customer journey, focusing on the real experience that the student has in the relationship with their services — this applies to those who are studying some degree, for those who are not yet a student and enter contact via chat, for those who want to return to the Educational Institution or any other interaction with potential students.
What should always be taken into consideration when receiving data from CX Analytics is: what is my client's (student's) current perception of the relationship with the brand, and what needs to be changed so that I, as a brand, can achieve my goals ?
As you can see, the use of Customer Experience Analytics can be translated into a range of advantages that affect not only the relationship that your Educational Institution has with students, but also change the way of doing Marketing and seeking to capture students.
Speaking of this subject, we recommend that you read your post that explains how CX Analytics can solve fundraising problems.
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