Customer Experience Dashboards Explained

Many businesses have adopted the use of the customer experience dashboard in their management affairs. In fact, in the matters relating to customer service and experience, a business collects data that may be complex, but requires an individual as part of the management team to make an informed decision. Thus, the managers turn to dashboards, which have proved to be helpful in not only having effective and efficient business plans, but also in the process of determining the degree of the customers’ satisfaction or happiness.

Customer Experience Dashboards Explained

Data Collection and Storage

The main method that many businesses use to collect the data is through the administration of the questionnaire, which has even progressed to online. Unfortunately, if a corporation collects the customer data without a reason for that, it is likely; that the corporation will leastly meet its clients’ expectations. Thus, it is vital that the firm identifies its motive behind the data collection as well as the appropriate method of data collection.

Another challenge that occurs is how the firm will store the collected data to avoid distortion, harm or intrusion and access to data by unauthorized persons. Presently, data is sensitive; hence, the collected data should have secure storage. Secondly, some means of storage such as disks are likely to break leading to loss of the data, which necessitate the business units to have a data back-up. Actually, the data collection process is costly because it always leads to consumption of the firm’s resources. In addition, an up-to-date organization uses the technological method of storing data such as databases to reduce cost, save on space, facilitate the data retrieval, enhance data processing and avoid redundancy.

Why do you need to store the data? 

You need to store the data because you have to use it when creating the customer experience dashboards. If you have the right information, you will correctly analyze and interpret the output. Thus, a firm is in a better position to adopt the appropriate business strategy for the customer satisfaction. In other cases, the creation of dashboards would be a departmental task; thus, the managers would expect valid and relevant report geared towards the accomplishment of the organization goals.

Benefits of Dashboards 

Categorically, a business has two major customers, the internal and the external customers. The business needs to sort and separate internal customer data from the external customer data. Thus, it makes the right decision based on, say, productivity and satisfaction. Occasionally, a business may require measuring the capabilities skills of its departments; hence, the management team has to consider using the dashboards. Additionally, the procurement departments face the challenge of supporting their cases, which is easy if they consider using the right dashboard because the dashboards provide support for a sector’s programs, business cases and projects. This also ensures that the other departments plus the seniors trust the procurement department.

In its periodic report, the business unit has to provide a detailed description of its performance, accomplishments of the set target, and the efforts towards realization of the firm mission and vision statements as a whole. Through the use of the customer experience dashboards, many corporations are in the process of producing goods and services that meet the customers’ expectations or needs as they occur and when due. Firstly, the corporations learn the customers’ objectives in relation to the business functions.

Here, the customers’ satisfaction is not only in the production of quality products, but also in the way the corporation is socially responsible, responds to the customers’ concerns and adopts the modern fashion. Secondly, the dashboard outlines areas of customers’ priorities in the due process of production; thus, the corporation differentiates between urgent and important goods and services. Another important benefit is that the organization learns the plans, programs and projects of the customer so that it provides the customer with goods and services on time to avoid inconveniences; hence, the organization maintains the right public image.

In addition, dashboards provide a yardstick of evaluating and monitoring the customer satisfaction; thus, their overall vision. In relation with this, the organization identifies a weak area, and takes the appropriate measure to correct any deviation that might crop up before it magnifies to become a persistent problem. Significantly, having adopted the appropriate dashboard, a firm has the right key performance indicators (KPI) that assist it in achieving its short run and long run goals.

Steps Towards Creating a Successful Customer Experience Dashboard

In creating a dashboard, it is vital that you understand the type of indicators that you wish to measure such as the customers’ satisfaction. Secondly, define the purpose of your dashboard while closely tying it to the benefit towards the business as well as improvements in the customer experience. The other progression is to have a single contact hub for receiving customer information, feedback and data collection. In fact, the data needs to be reliable for decision-making as well as leave room for updating the dashboard. You need to map and identify customers’ touch points with their associated measures.

Essentially, you have to consider the non-touch points such as the effects of the external factors on customers experience including delays to enable a report that is more reliable. It is prudent to let the internal stakeholders of your organization know the purpose of the data, the data they can share and the data security measures. You can also incorporate charts to reduce complexities and psychologically prepare the dashboard users to avoid resistance from the change averse persons. An important thing is that you should get the appropriate format and beautify your dashboard to make it user-friendly.

In conclusion, dashboard play critical role in monitoring customers’ satisfaction. The management should involve all the stakeholders to avoid redundancies, and instead win stakeholders’ loyalty and support while understanding the key requirements in each sector that help in facilitating training and development avenues.Moreover, the use of the customer experience dashboards environment has a number of challenges that the management must be ready to face. Therefore, a successful business has the appropriate customer experience dashboard in place from time to time.



Matthew is the Lead Author & Editor of CXperience Blog. Matthew established the CXperience blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Customer Experience.