Beyond Web Analytics - A New Generation of Customer Experience Analytics: Increasing Sales Revenue and Improving Service by Gaining Actionable Multi-Channel Intelligence

Organisations recognise that understanding how their customers and prospects interact with their websites, together with all other touchpoints such as call centres and face-to-face interactions, plays a vital role in helping them achieve the strategic aim of enhancing the customer experience. This is about understanding individual customers and their interactions rather than web servers or web pages; recording business events and customer experiences rather than web metrics. However, current approaches in web analytics are not up to the job, despite requiring significant investments and representing a major drain on manpower and resources. Further, results provided by web analysts are typically couched in terms such as page impressions and hits, making them far from digestible (and therefore actionable) by key stakeholders.