The 95 : 5 ratio
In our experience, quantitative-based reports provide roughly 5% of the deep customer insight needed to understand the voice of your customer and drive change. Quantitative data will tell you what customers are doing along the customer journey. However, qualitative data will tell you why they are behaving that way.
Action net promoter score feedback
On a recent project our client shared with us some previously undertaken research which stated "65% of customers believed that value means 'Great customer experience when I call / email' and 53% of customers believe it means 'Tailored service / advice'.
What can you do with that? What should our client do to deliver a great experience during a call or an email? What does tailored service and advice even mean?
When interpreted correctly, the insights will also tell us exactly how to prioritise and successfully implement customer-focused initiatives. This is why so many other CX projects are stuck looking and never actually leaping.
Proto help organisations facing significant challenges in turning data into actionable insights, maybe it's time to re-evaluate your approach.