Contentsquare’s New Analytics Platform Pinpoints Negative Customer Experiences

Contentsquare now gives brands the ability to surface and quantify revenue-generating recommendations for experience improvements using artificial intelligence. Contentsquare customers can use these recommendations to immediately troubleshoot issues or innovate new ways to improve the experience. For example, teams can quickly understand the impact of changes to a web site or mobile app by comparing side-by-side the visitor experience over time or across split test versions.

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Why It’s Important to Know Exactly When or Where Customers Are Having a Negative Experience

At the time of this announcement, we spoke to CMO of Contentsquare, Aimee Stone Munsell. Aimee provided her insights on the most contemporary definition of Customer Experience. She said, “When defining customer experience, it’s so easy to think purely in terms of post-sale satisfaction. As a result, many brands get hung up on the idea of CX measurement as little more than just customer surveys and Net Promoter Scores. While these methods have their benefits, they all occur after a customer’s journey is complete. As such they cannot show exactly when or where customers are having a negative experience.”

The newly released Contentsquare platform overcomes this issue. Through experience analytics technology, which creates visualizations and recommendations based on visitor behavior, brands can see exactly where they can improve the digital experience to meet their customers’ goals and increase business results.  This goes far beyond traditional ‘find and fix’ solutions. With our platform, marketers and insight teams can discover new opportunities to increase revenue — tying the customer experience directly back to ROI.

When Defining Customer Experience, It’s so Easy to Think Purely in Terms of Post-Sale Satisfaction.

As a result, many brands get hung up on the idea of CX measurement as little more than just customer surveys and Net Promoter Scores. While these methods have their benefits, they all occur after a customer’s journey is complete. As such they cannot show exactly when or where customers are having a negative experience.

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This update to the platform is the work of a combined team of 170 innovators in R&D and product development who came together through the combination of Contentsquare and Clicktale, which was announced in July 2019. The teams have been working closely with customers to prioritize the use cases that drive the most return and upside for digital leaders across industries such as retail, travel, automotive, financial services and telecommunications.

With Contentsquare Experience Analytics, You Have More Room to Do Insight-Driven Experimentation with Less Risk

The benefits to Contentsquare’s customers are huge. Armed with quantified alerts, the tool gives resource-stretched digital teams the ability to discover new growth opportunities to increase revenue, (worth up to nine times the revenue opportunity of fixing bugs). It also aligns the whole business around a single version of the truth with regards to digital customer behavior, with intuitive visualizations of macro behavior, and session replays for seeing behavior at the individual session level. As a result, teams can more quickly and confidently prioritize and execute on the experience changes that will mean the most for their business.

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Feliz Papich, director of product management, Crocs said, “Contentsquare aids our ability to innovate, giving us more room to do insight-driven experimentation with less risk. With the visualizations, we don’t have to make assumptions about the visitor experience, we can make enhancements based on tangible behavior. Contentsquare makes it easier for us to have the hard discussions about what to prioritize and implement to meet our big growth goals.”

Contentsquare’s new platform helps brands capitalize on the fact that consumers who receive a better customer experience spend up to 140% more than when they receive a poor experience (Harvard Business Review). It also helps brands operate more like best-in-class digital businesses, which can have 2-3x the lead generation and sales conversions versus the average according to Contentsquare insights.

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Jonathan Cherki, founder and CEO, Contentsquare said: “At Contentsquare, we envision a world where every digital interaction is used to create better experiences and improve the quality of people’s lives. Traditionally, the barrier to turning that vision into a reality is that brands have been in the dark when it comes to understanding specifically how to design the experiences their customers will love and want to use again and again.

“With our technology, though, we are empowering brands with unique behavioral insights to create better experiences — and connecting those improvements more directly to the upside they drive for  their business and for their customers.”

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