Tobias Komischke, PhD, is a UX Fellow at Infragistics, Inc., where he leads data analytics, artificial intelligence and machine learning initiatives. An evangelist for user- and customer-centered design strategy, methods and processes, Dr. Komischke has worked in User Experience for over 20 years, leading teams, projects, and programs with the goal of creating meaningful user experiences. He is also an adjunct professor at Rutgers University, teaching UX Design in the Graduate Degree Program.
The CX Power Couple: Why Customer Feedback and Analytics Must Both Inform Product Design
Customer feedback provides attitudinal data and analytics provides behavioral data. Both are necessary to obtain a comprehensive view of customer experience. Here are some tips on using these together to inform customer experience:
Be careful when asking users directly about their experience – they might find it difficult to accurately describe their behavior.
Keep in mind that analytics that are focused on historic data don’t provide information on why a user took a certain decision.
Read the full article to learn more about how customer feedback and analytics work together, with three clear strategies for implementing them to improve customer experience.