Diagnostic Analytics

Diagnostic analytics are used to address a specific event in a business and answer the question, why did that just happen? These analytics allow organizations to dig deeper to uncover patterns and trends in their data. In doing so, company decision-makers can become more strategic and thus accelerate revenues while building sustainable, reliable growth.

Growth happens when companies boost retention. With diagnostic analytics, organizations can gather insights from existing customers to uncover their deep motivations and create experiences that keep them coming back time and again. Through this process, organizations get a full picture of customer behavior, allowing them to act confidently and make data-backed decisions across the entire funnel. Diagnostic analytics help you find the root cause of customer behavior, providing guidance when making iterative changes and aligning core offerings with the needs and wants of the market. 

Getting to the “Why” – The StoryVesting Framework

The key to unlocking an organization’s story lies in diagnostic analytics, but they’re not the silver bullet to a clear-cut strategy. Pairing these analytics with a framework to guide the organization’s approach helps uncover the “why” behind the numbers and get deeper with customers, employees, and the technology driving organizations’ experiences.

Identifying these experiences requires a holistic view of the customer and employee journey. By aligning the organization’s day-to-day operations with the core business offerings and infusing them into customer experience initiatives, companies can get a bigger picture through diagnostic analytics to conclude how and where to make incremental adjustments to the end-to-end experience.

Using diagnostic analytics paired with a framework like StoryVesting, brands can create an infrastructure of “experience layers.” These layers then provide a foundation for establishing lasting customer relationships and building resilience and sustainability into the foundational growth model.

Laying it All Together Across the Customer Journey

Modern organizations are equipped to measure the end-to-end journey and the experience at each touchpoint. Diagnostic analytics allow organizations to gather this information and zoom in and out to understand how micro-experiences affect the overall brand experience across the bow-tie funnel.

This information can go deeper, pairing employee experience data with the customer journey to identify friction points and gain insight into how operations affect the overall experience. This holistic view separates the good from the great, enabling decision-makers to act confidently on insights and reach a practical understanding of the steps needed to implement solutions that move the needle.

Closing the Loop on Customer and Employee Retention

When deploying diagnostic analytics as a guide for decision-making, organizations must keep a higher-level view of the end-to-end journey.

By establishing data loops from this holistic perspective, teams can go after the root-cause analysis to uncover the cognitive associations of the employee and customer’s motivations and then pair those motivations across the contiguous and overarching customer journey.

Taking this deeper, analytical process of understanding consumer behavior and the “why” behind customer and employee motivations will set leading organizations apart from the laggards. These diagnostic analytics are crucial for fueling brand experiences across acquisition and retention efforts leading to sustainable growth.

Core Elements of Data-Centric Decision Making Using Diagnostic Analytics

Voice of the Customer

Voice of the Customer data allows organizations to better understand customers’ sentiments at many touchpoints. Diagnostic analytics models include behavioral data in the form of qualitative feedback to be are cross-referenced with quantitative performance metrics, allowing teams to uncover experience gaps and reduce friction across the end-to-end journey.

Cross-Functional Teams

Organizations must consider how the end-to-end experience fits into the broad view of the business across all departments. To make diagnostic, analytical data actionable, data cannot live in a silo. Instead, data points must be democratized to flow between departments, keeping teams in alignment and working towards the same goal.

Voice of the Employee

Employee experience and retention are often overlooked as metrics impacting the overall customer and brand experience. Feedback from employees helps uncover ways to optimize internal processes and cultivate a more sublime customer experience. In addition, hearing the employee’s experiences in their own words allows teams to improve workflows and increase employee satisfaction, fostering long-term, vested relationships internally.

Democratizing Insights

Insights derived from diagnostic, analytical models must be democratized across the organization so all team members can use them. These insights must be clear to understand and easily shared from the boardroom to the front lines. Proper information dissemination and visualization across a vested workforce are the crux of implementing organizational change.

Customer Experience (CX) Terms