Experience Cohorts — Vocal Population
Established experience metrics combined with DXS can be used as a core KPI, providing an objective and complete view of customer interactions.
Core metrics, such as OSAT, NPS, and CES, represent direct feedback from customers and are integral to any experience program. However, direct feedback is not available for every digital experience. To solve this, Medallia Digital Experience Score (DXS) gives insight into every customer who visits your digital properties by evaluating each customer's "digital body language", scoring the relevant key aspects (frustration, engagement, technical, form, and navigation) of the digital experience,
These established metrics combined with DXS are called Experience Cohorts - Vocal Population. This combination measures how customers feel about their experiences and how they act throughout their experiences, providing a complete view of customer interactions.
To illustrate how Experience Cohorts works, see the framework example below.
Framework example
In this example, OSAT is used as the established metric of choice; however, this framework is applicable to any established experience metric, such as NPS or CSAT.
Excellent
High DXS + High OSAT
An excellent experience indicates that the experience is meeting or exceeding customer expectations. The customer is experiencing a positive digital experience, demonstrated in both the digital interactions (customer’s behaviors) and in the impression of the customer experience. This is the ideal scenario, where both DXS and OSAT are high on your digital property. In this case, next steps to consider include the following:
- Introducing referral programs.
Developing new business.
Upselling and cross-selling.
Strengthening customer loyalty.
Misaligned
High DXS + Low OSAT
A misaligned experience indicates that the customer experience is misaligned with wants/expectations and requires critical attention. Although the digital interactions and the customer’s behaviors did not present any major problems, the customer was still unsatisfied with the overall interaction. Usually, misaligned experiences mean the brand is in a position to deliver best-in-class digital experiences to their customers but have not yet identified the best ways to do so. Misaligned experiences may stem from a variety of factors that could be related to content, price, product packaging, and the customer journey.
Warning
Low DXS + High OSAT
A warning experience is one in which the customer experience is temporarily acceptable to some users, but major experience problems need to be addressed. Although some customers provided positive feedback, the digital experience is severely lacking. In warning experiences, customers who are not providing feedback may already have abandoned the site; and, if changes are not made, customers who are providing positive feedback could become detractors. In general, warning experiences mean that the brand should be prepared to make serious investments in their digital experience to keep up with the marketplace. These experiences may stem from a variety of factors that could be related to the following:
Temporary acceptance of poor experiences based on high product demand. In this case, if a competitor offers the same product with a better experience, the brand faces a large risk.
Underlying experience issues not represented in feedback (e.g., conversion, renewals).
Poor
Low DXS + Low OSAT
A poor experience is significantly below customer wants/expectations and requires critical attention. A poor experience represents a negative experience, demonstrated by the quality of digital interactions, customer behaviors, and the customer’s overall impression of their experience. Some potential solutions to poor experiences include the following:
Collecting targeted feedback to identify critical customer journeys and prioritize initiatives.
Conducting market research to understand the digital offerings of other vendors in your space and determine what investments need to be made.
