Background/Challenge
In recent years, with the increasing impact of customer experience (CX) on the development of enterprises, the customer experience team is facing new problems—how to objectively quantify and evaluate the CX of products. Beginning in 2017, to figure out the CX of internal IT systems, Deppon Express began to cooperate with us to establish a set of an experience evaluation system based on the five elements of CX. In 2018, on based one system, an evaluation of system usability was added.
In 2019, we jointly proposed a new proposition: Can the CX be quantified in real-time based on system data? Can the digital system replace the manpower for CX evaluation?
Results
We have worked with the Deppon Express team for 4 months to jointly establish a set of experience data indicator systems—the Yueheng indicator system (Yueheng). Yuecheng can conduct real-time CX monitoring and quantification, and then disassemble the data into 49 indicators, so that IT teams product teams, and business teams can extract the required data from them to meet different needs, then realize continuous optimization of processes and continuous updating of products.
Insights/ Strategies
Yueheng system has the ability to automatically quantify and analyze data, reducing the difficulty of using data.
The Yueheng system can automatically quantify and analyze data, reducing the difficulty of using data.
In previous customer research, CX data was collected and analyzed mainly through offline customer interviews. Deppon Express has a huge product system. Each product data is collected, sorted, and analyzed by the corresponding department, which consumes a lot of labor costs. At the same time, the collected data is also separate. When a problem occurs in a link to the service, it is difficult to troubleshoot and locate the problem, then the response and efficiency of handling the problem are slow.
In response to the above problems, the strategy of the Yueheng System is positioned as "Extreme Efficiency". First, the system will realize automated real-time analysis under the rules set by the CX indicators, allowing relevant staff to have more time for product innovation; secondly, Yueheng system will connect different products for system collaboration. When a problem occurs, it can promptly locate the problem through the monitoring system to solve the problem efficiently.
Meet the needs of multiple roles
The Deppon Express experience team hopes that the indicator system can not only meet the operational needs of the executive department but also meet the management needs of the business department. On the one hand, we take the core objectives of products and businesses as the center and disassemble them into corresponding indicator sets, which can reflect the status of the business, system, and products; On the other hand, the data of the system is disassembled into indicators that different roles pay attention to and guide different departments to carry out corresponding work.
Execution
Continuously innovative experience management system
With the help of Deppon Express's business experts and the CX team, we walked through the work scenes of the five major businesses, conducted in-depth interviews with more than 20 product departments, and defined the basic structure of the Yueheng system. At the same time, tools such as business contact blueprints, data statistics framework tables, experience data indicator dictionaries, and experience data indicator maps were output to ensure the implementation of the Yueheng system.
Based on the Yueheng indicator system and combined with many years of project experience, we have refined an ETU experience administration system (E.E.A.S.Y), which can help enterprises know market needs in-depth, allocate resources reasonably and form an efficient experience feedback mechanism.
