The Data Visualisation Catalogue Blog

Data Visualization Can Transform a CXO’s Decision Process

The following article is a guest post from the Backoffice Pro Team.

A Chief Experience Officer (CXO) is the individual in charge of identifying the best business practices to provide customers with the best experience possible. The data visualization process that a company uses is going to directly impact the decision-making process of a CXO since they need a way to see the entire customer journey in an easily digestible format.


Back in 2007, Harvard argued (in a review) that the customer experience was starting to spread into other areas of business. It was no longer just about catering to their needs. The entire experience needed to be improved – from first contact all of the ways through until the product became obsolete. At this time, very few businesses focused on the customer journey after the sale. We also did not have anyone overseeing this process. That’s when certain brands realized the importance of the customer experience; thus, the position of CXO was born.

Customers hold all of the power in today’s market, so businesses that provide the best customer experience are going to succeed. They create a higher conceived value for their products and services. That means they can charge more and gain higher profit margins. Success in today’s business world means improving the customer experience. It’s as simple as that.

CXOs and Dataviz Play a Vital Role in the Customer Experience

So we understand how valuable the customer experience is for a business, but let’s not forget that the employee experience is just as important. Happy employees are going to provide much better services to customers. CXOs play a vital role in both areas for a lot of businesses. This provides brands with a unique and sustainable competitive advantage. However, both of these valuable jobs require a well-planned data visualization process. Data is the key that unlocks the potential for enhancing the customer journey because it helps CXOs understand their pain points.

A customer who has a profound customer experience is five times more likely to leave a review for business – good and bad. Get this right, and you’ll get amazing stellar reviews. However, if you get this wrong, then you’ll get a ton of horrible reviews.

Now let’s shift over to the employee side of the equation. The customer journey is directly impacted by all interactions between employees and customers. Employee behaviour is the sum of their training from recruitment to departure. This is so much more than simple human resources and orientation, though. CXOs identify workplace inefficiencies that might lead to poor employee experience.

The mistake we’ve often seen is that a lot of businesses make is that they put all of their focus on the customers, but behind the curtain, the employee experience is not being managed properly. These businesses struggle with high employee turnovers and lack creative thinking in their teams. Great employee experience will lead to an amazing customer experience almost every time.

CXOs work on both sides of the field and help foster an environment where both employees and customers thrive.

Data Visualization Is Essential

There is a reason why writing used to be based on pictographs. The human brain comprehends visuals must faster than written language. Data visualization makes it much easier for CXOs to process information and helps them make better decisions. It’s much easier to identify patterns with visuals than it is with raw numbers.

In the past, businesses relied on Excel to create graphs, but now businesses have so much data that Excel can’t keep up. So to solve this problem we have developed systems that combine traditional techniques with machine learning to create powerful visuals.

Here are a few reasons why data visualization is so important to CXOs looking to make better decisions.

  • Graphs provide a more detailed look at the way customers interact with a business. We used to base this on the static text so CXOs couldn’t see the interactivity. However, now, we have access to applications like live sessions that will show the entire customer journey.
  • Data visualization shows the customer journey in a more detailed manner because it focused on user-centric behaviours. CXOs can use these visuals to address issues that customers might be having during their journey. Actionable insights provide a better model for CXOs to use when improving the customer experience.
  • By having access to visuals, CXOs can see all of the interactions between customers and business. This allows them to spot objections and help correct these issues.
  • CXOs can use visual data to focus on proper mobile designs. With more people using mobile devices to make purchases, CXOs can fine-tune the mobile experience.
  • Data visualization helps CXOs identify reoccurring problems that customers might be having and will provide insight into preventing these issues, thus improving the overall customer experience.

Data Visualization Case Study

To wrap this article up by providing you with a case study of a real estate company where data visualization played a vital role.

This organization had to log into multiple platforms like Insightly, CRM Tool, MailChimp for email marketing, AdWords for paid marketing, Facebook for social media, to get certain information. This was a huge pain point since it was draining a lot of unnecessary time away from more vital tasks.

So, the company built a few dashboards using essential KPIs from each source to create one CXO centralized dashboard with data visualization. This eliminated a lot of the clutter so that executives could focus on relevant information rather than having to wade through everything to get what they needed. Then the data was consolidated and brought into a single source.

The point that this case study proves is that visualizations are powerful decision-making tools. The two key areas where data visualization helped are:

  • They saved a lot of time because they were manually creating reports every month. This business had previously been using multiple platforms to supply them with insights.
  • Visual dashboards like this provided the CXO with powerful insights that showed them clear, actionable steps. This allowed for the better optimization of all marketing channels.

The bottom line is that customer experience plays a vital role in the success of a business. CXOs are reliant on data to help fine-tune this experience, so data visualization enables consistency in all decisions regarding the customer journey. Now it’s time to get help from professionals like Back office Pro Team and build your CXO dashboard with data visualization for better business decisions.


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