ClickFox's Customer Experience Analytics Blog

I came across an interesting article titled "Overheard - The IT department decides what data you get to see?" that raises a lot of very valuable points about the shortcomings of current BI tools. One of the things that jumps at you right away is a quote from Forrester Principal Analyst, Boris Evelson, who is quoted (from a different article):

"One bank CIO recently told me 'We had the data, but we did not have the information,'" said Evelson, shaking his head.

This is something we hear from our customers on a regular basis. Coupled with the fact that a recent Forrester survey shows that over 40% of enterprise IT decision makers use three to five BI solutions (more than 20% of CIOs surveyed said they run six or more BI tools!) and you start to understand where the confusion comes from. How is it even possible to know what to look for in that jungle of data and tools? One of the differentiators of the ClickFox CEA solution from standard BI tools is that it doesn't require you to come up with a question to ask. ClickFox CEA will analyze your data, visualize your customers' experiences in and across any interaction touch-points you may offer and automatically generate a default report (we call traffic viewer) to show you where everyone is going and what they're doing. We also automatically generate dominant paths that show you customer preferences and behavior patterns. Armed with this knowledge you can then dive deeper into certain behaviors and analyze specific customer pain points. Another differentiator is that unlike traditional BI tools that show you a lot of "how much of something  happened", ClickFox shows you what happened and why. Rather than going through multiple tables of endless data and trying to extract information from them, we lay out customer behavior in a way that lets you easily understand where things went wrong and what you might want to do to fix the problems. And one last point to touch on, which is a pretty big issue when dealing with multiple data sources - ClickFox CEA can ingest data from any system in any format, so you're not stuck in the old-world of silo analytics any longer. This way, instead of analyzing data with multiple BI tools for several different business silos, you can combine all the information in ClickFox CEA and see the complete customer experience, from beginning to end. You can also see cross-channel behavior patterns and trend customer behavior over time. So when a customer goes to your retail location, then checks your website, then calls your speech IVR and eventually gets routed through a CTI server to a live agent - you see the entire interaction in one place (if you kept count, that's 5 interaction touch-points). Ask yourself the following question: Can your existing BI tools easily give you this kind of visibility? To read more about the ClickFox Customer Experience Analytics process, click this link and download our technical white paper. And if you have any comments (agree / disagree) or questions, we'd love to hear from you too.