As CX professionals, surveys and programs are our world. We get excited by the different ways we can analyze data and gain insights. However, this is not generally the case for the frontline users. Their focus should be acting on the data, not on searching for the information they need or trying to understand what the data is telling them. For frontline users, CX data facilitates their job, it is not the job itself.
Why does this matter and what does it have to do with a cup of coffee? When thinking about frontline reporting, consider how much time they really have or want to spend on reviewing and actioning their CX data. Generally, there is a short window of time in their day to have their attention and share the information, a few minutes perhaps, about the time it takes to have a cup of coffee.
Creating Dashboards that Drive Behavior and Improve the Frontline
First, make it relevant! Think about the audience, how they need to use the data and design the reporting to meet their use cases. Focus on the information they need to have, rather than the nice to have. Also, consider the frequency of the tasks they are using the data for. Daily items should be prominently displayed at the initial access point, while more sporadic needs should be accessible but separate. This ensures reports for frequent usage are not overloaded with unnecessary information.
Next, KIS (Keep It Simple). Often, we think like analysts rather than frontline users. We want to consume the data in a variety of ways, monitor multiple KPI’s, analyze across various time periods etc., however frontline users do not have time or capacity for deep analysis. Complex key metrics that are hard understand are also difficult to action. Large volumes of data presented in a complex format just creates clutter and confusion making finding the story and identifying action more difficult. Use clarity to make it easy for the end user to understand what the organization wants them to do and what the customers are feeding back.
Finally, make it actionable. The frontline users are often the main interaction point with your customers. Therefore, the content provided to them should include information that encourages positive customer experiences and drives immediate action on customer issues. In addition to scores and metrics, frontline users should see the customer’s feedback so they can understand the experience from their perspective. Support short term actions through case management and following up with customers to provide solutions to turn the situation around. Help identify opportunities for longer term actions so that improvement and sustainable performance can be obtained.
Both the Frontline Users and the Dashboards/Reporting Matter
Getting it right is not always easy. However, if you try and follow some basic rules and best practices you are likely to better engage that audience driving them to the actions and behaviors that will ultimately enhance the CX experience your customers receive. Remember your front line are not always CX professionals, so the next time you have a cup of coffee think about the reports you provide and if you could understand and action what you need from them in the time it takes you to drink it!