You can’t know where you need to go until you know where you are. Which is why, whether you’re a healthcare company or an online retailer, the start to a better experience for your customers is understanding their current one. That’s where experience management research can help, giving you answers to vital questions such as:
|Observation / Ethnographic||Watching people interact with your products or services allows you to see how they use those solutions in their life, and the workarounds they may use.|
|Interviews||Talking directly to customers allows you to focus on specific aspects of their experience and ask “why” questions.|
|Diary Studies||Customers detail the role your products or services play in their life, in their own words. You can have them focus feedback on specific aspects or issues, and you’ll be able to capture the emotions associated with using your products or services.|
|Longitudinal||Captures customer feedback over time that can help you make changes to your products or services to better meet customer needs. It’s also a great way to test different versions of your solutions.|
|Quantitative||Questionnaires are a great way to learn about customers’ unmet needs and wants, allowing analysis that can further explain findings, as well as a means to quantify the results of qualitative research.|
Generally conducted closer to “real time” than its long-view counterpart, short-view experience management research is more focused on ways to upgrade a current experience: what needs to be fixed, improved, or optimized. Short-view research is usually quick to implement and act upon. Ideally, it also includes operational and behavioral data to yield better insights. The most common methodologies are:
|UX Testing||Allows you to see how customers use an existing product or service, test different options, or test a prototype or pilot. It’s usually done through an online platform and can be quantitative or qualitative.|
|Qualitative||Uses customer surveys to dive deeper into experiences, helping you get to the “whys” behind the “whats.” It can capture customers’ likes, dislikes, and moment-in-time perceptions. In addition to ad hoc studies, using transactional and voice-of-the-customer studies is a common practice.|
|Operational / Behavioral Data||Leverages data you’re already capturing about your customers, such as web analytics (time on page, bounce rates, etc.) or call center data.|
Experience management research is most effective when it’s used early on as part of the design or product lifecycle process, and when it’s ongoing and not just a “one off.” Quality feedback from your customers will allow you to make changes and fine-tune a product or service to make sure it’s meeting their needs.
The best part? Since so few companies include experience management research as part of their processes, making it a priority will allow you to gain a competitive advantage—and see greater success.
We’d love the chance to talk with you about how data and daring can help drive your business. Just give us a call or fill out the form and we’ll get back to you shortly.
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