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How to Use Data Analytics for Better Customer Experience

Illustrator: Anna Galvañ
data analytics in customer experience management

Please note that 'Variables' are now called 'Fields' in Landbot's platform.

Please note that 'Variables' are now called 'Fields' in Landbot's platform.

The current competition sets a high bar for user experience delivery, and companies now focus deeply on improving customer experience (CX). To this end, businesses and startups fine-tune the consumer’s journey and interaction with their product, from discovery to conversion.

However, managing the customer experience should align with every company’s internal business processes instead of being a stand-alone operation. That’s why you need data collection and management systems to track user experience data and spot avenues for improvements.

In this article, we discuss the relevance and importance of data analytics in CX management. But first, let’s understand what customer experience analysis entails today.

What is Customer Experience Analysis in 2022?

Customer experience analysis means collecting, managing, and evaluating consumer data to improve their experiences with your business. 

Nowadays, CX analysis covers customer reviews, pain points, interactions, behavior, social media engagement, and support.

Who Benefits from Customer Experience Analytics?

Marketers often assume that customer experience analytics help only the consumers, but in reality, businesses and their employees also benefit from this process. 

  • Business executives and shareholders: The top-brass in every company always considers key metrics before signing off on a product (or project). Armed with comprehensive insights into consumer behavior, they can finalize crucial business decisions.
  • Marketing specialists and CX leaders: Marketers, especially CMOs, need up-to-date consumer information to make strategy tweaks. Without detailed CX insights, marketers and CX experts would rely on guesswork to address consumers’ needs.
  • Support agents: Agents need detailed and drilled-down information to streamline customer support. Otherwise, the customer experience effort crumbles due to redundancies and bottlenecks.
  • Customers: Of course, the users benefit from data analysis because the inferences drawn from the data improve their interaction with your business. 

How Does Data Analytics Improve Customer Experience? 

Analyzing data is one part of the puzzle, but interpreting the data and making decisions complete the entire customer experience picture. For this, you need to have a stack of tools for data collection, management, and analysis.

According to Finances Online, 19% of consumers prefer an optimized customer experience over other brand-building strategies. And most users won’t mind paying extra bucks for a better customer experience.

finance online chart landbot
Source: Finance Online

Here are other advantages of using data analytics to improve customer experience.

Personalize the Experience

When you collect data from multiple users across multiple platforms and demographics, you will notice repeating patterns and themes. From these recurring themes, you can craft a customer persona for your company’s products.

And why is a persona or profile necessary?

Marketers and customer support agents can adjust their playbooks to suit most customers’ expectations with a user profile in mind. Besides, McKinsey estimates that personalizing the customer experience bumps the revenue by 5-10%.

Let’s say most users dislike the new checkout feature on the company’s website; this means that the figurative user disapproves of this feature, making it a pain point for them.

With this information, you can redesign the checkout page to address the virtual consumer’s pain point.

On the consumers’ end, they feel a personal connection with the company because they addressed this issue.

Identify Bottlenecks

We already mentioned one pain point, but what if users have more issues with your company? 

That’s where data analysis tosses your business a life jacket. 

The checkout flaw might be the least of your worries; the app update might be unresponsive on older devices as well. Only user reviews and insights from a survey maker can point out CX issues with your brand. 

Similarly, customer support agents can unclog their logs faster since they understand user pain points better.

Predict Market Changes

With a well-crafted user persona, coupled with an array of vital pain points, marketers can predict consumer behavior with near precision. 

Companies like Apple and Amazon excel because they are always one stride ahead of the curve, thanks to customer experience data. Users love companies that help them solve problems they never knew existed. And this applies to smaller companies too.

So, any company that wants to outperform the competition in a saturated market must use data-based predictions to determine future trends — and capitalize on them.

Improve Customer Support

Customer support is inevitable when users interact with your product. Hence, you need to gather analytics to assist support agents. 

Social media ‘temp checks’ and direct customer engagement can predict the primary issues customers face when using your product. 

As a result, your agents will obtain contextual, data-based information regarding the origin of key issues as well as their solutions.

You can also use chatbots as part of the marketing strategy to relieve the support agents’ workload.

Solidify Brand Loyalty

Your company identifies changing consumer behavior, predicts market changes, and personalizes the experience — this is the blueprint for a viable company that consumers love.

But that’s not all; data-based CX analytics helps you spot exploitable gaps to improve the customer experience and foster your brand’s online reputation.  

One common practice for most companies is to use a webinar platform to host educational sessions that help customers better understand your business and strengths. Doing this will make you a thought leader in a niche and increase brand loyalty. 

Also, social media still has a great potential of improving brand awareness and loyalty.

Users prefer interacting with brands on social media, which presents an opportunity to gather more personalized data. To grow your social media following, use the best solutions to gain followers.

Make Data-Driven Decisions

Let’s pan the camera away from the customers for a moment... 

Executives, marketers, and other contributing members of the decision funnel need properly-analyzed data to make decisions. 

When making business decisions, the CX manager collates business objectives with the customer needs to provide a clear pathway to success. 

Another reason why your company needs data analytics on the CX front is that teams often clash due to a difference of opinion. 

But here is the thing: numbers don’t.

Instead of relying on sentiments and seniority, you can base your decision on data obtained from the field.

Track Performance

Every CX data analysis effort should boil down to one thing — tracking the performance.

You can use AI-powered tools or similar data synchronization options. For example, if you're operating in different types of sheets Excel to Google Sheets integration can help to gather your data. But the most important thing is to generate a report that states whether the customer experience improved or worsened over a specific period.

Essentially, tracking performance helps you identify key metrics and opportunities for improvement.


6 Customer Experience Metrics to Track

Every information you collect about your consumers is essential to the customer experience. But let’s face it: some information is more important than others.

Here are the metrics (or key performance indicators) to prioritize when gathering CX data.

Net Promoter Score (NPS)

Net promoter score is a metric that evaluates customers’ loyalty to your brand. This score ranges from -100 to +100 — your target is to hit the highest positive number possible.

qualitrics NPS score
Source: Qualitrics

You can also determine the net promoter score using a simplified 10-point scale that determines detractors, passives, and promoters.

To collect the proper information, you may use specific surveys or questionnaires.

Customer satisfaction score (CSAT)

Customer satisfaction evaluates the degree to which you fulfilled the consumer’s needs or solved their problem.

NPS CSAT score landbot

Unlike NPS, CSAT focuses on specific products or services. The common question prompt for a CSAT evaluation is, “how satisfied are you with this service/product?”

The possible answers on a corresponding 5-point scale are as follows:

  • Very unsatisfied — 1
  • Unsatisfied — 2
  • Neutral — 3
  • Satisfied — 4
  • Very satisfied — 5

Customer Engagement Score

The customer engagement score shows how your users interact with your products. This metric is vital when conducting A/B testing on various marketing channels after a product upgrade.

If the engagement increases, the customer experience has improved. Otherwise, you need further improvements to get consumers to interact with your product.

Customer Churn Rate

If you want to track the pace at which you lose clients, look at your customer churn rate.

Why is this metric vital to business growth and CX?

statista churn rate
Source: Statista

Statista figures show that the churn rate for general retail companies is 24%, while online retailers experience a 22% churn rate. So, if you want to stop losing customers, always monitor the churn rate.

Customer Lifetime Value (CLV)

Customer lifetime value is a metric that shows you the monetary value of a customer pool (or single customer) throughout their interaction with your brand.

To calculate CLV, you need the following information:

  • Customer lifespan
  • Purchase frequency
  • Purchase value

Determining a particular segment’s CLV informs your decision to address their problems.

Customer Effort Score (CES)

Customer effort score survey measures how easy it was for the customer to perform a particular action. This survey often contains a single question, accompanied by a 7-point difficulty scale.

InMoment CES customer score
Source: InMoment

How to Choose the Right Data Management Tools 

In the age of Big Data, many data management tools flood the market with promises of collecting and interpreting data in real time.

Unfortunately, only 4% of CX leaders believe their CX measurement system enables them to calculate ROI.

mckinsey customer experience score
Source: McKinsey


Before purchasing a data management system for CX analysis, here are key factors to consider:

  • Customer management – This functionality contains all the customer’s activities throughout their lifespan with your brand. 
  • Seamless integrations – The CX management system must integrate other services. You should also be able to integrate custom APIs with CEM and other software.
  • Centralized data storage  – The entire data should appear on a centralized dashboard with unbridled access for internal team members.
  • Self-service tools – Instead of waiting for support agents, the CEM system should have self-service tools to assist with recurring issues.
  • Automated responses – Like self-service tools, automated chatbots can relieve the pressure on support agents by offering template-based responses to generic questions.
  • Reporting – Beyond the centralized dashboard, the CEM system should generate detailed reports for export in different file formats — CSV, XLS, PDF, etc.
  • Inventory – Modern CEM systems should contain a local or cloud-hosted database for taking inventory.
  • Task tracking – Support agents should be able to manage customer tickets from creation to completion. 
  • Longevity – Look for solutions that can scale with your business in the long term. Otherwise, you will need to halt operations to upgrade the system or migrate consumer data to new platforms.
  • Security – Since you are handling sensitive user data collected via specific surveys or questionnaires, you need a secure platform with multi-factor verification.

Final Words

Data analytics is the bedrock of customer experience. Every company needs to gather, manage, and interpret data before making any business decisions. 

From this data, customer support agents can personalize their solutions, marketers can predict market changes, and managers can identify workflow bottlenecks.

You also need to determine the key metrics that define the customer experience — and explore how to track them. For that, you need a secure, optimized, and easy-to-use AI-powered CEM platform.

Frequently Asked Questions about Landbot Pricing

What’s a Landbot chatbot template?

There are three ways to go about building a conversational app with Landbot:

1 - Do it all from scratch but still without coding

2 - Use only a few pre-made elements (bricks)

3 - Pick and customize a pre-designed template


There’s no need to reinvent a flow if our conversational experience designers already built a chatbot template for your use case. Before committing to a free sign up or a specific template, you can always use the preview function to try out the end-user experience. When you do load your chosen template, you’ll see the conversational flow all set up for you with guiding notes when needed.

All you have to do is customize the content inside the flow that’s already there. Edit the text, images, gifs, and links in the blocks so they fit your brand and product!

What’s the difference between a chat, a WhatsApp chat, and an AI chat?
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  • A WhatsApp chat in Landbot is a conversation between your bot and an end user on WhatsApp, following Meta’s messaging rules. When an end user messages your bot, a 24-hour window opens, allowing free responses, and the interaction counts as a WhatsApp chat in your Landbot plan. After 24 hours of inactivity, only pre-approved Message Templates can be sent, which you can manage directly in the Landbot platform.

  • AI chats incorporate AI functionalities, leveraging Landbot’s AI feature blocks or AI Assistants for lead generation, FAQs, or appointment booking. This enables the bot to understand intent and provide personalized, real-time responses instead of relying solely on predefined flows. AI chats are tracked and billed separately from regular chats and WhatsApp chats.

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A seat refers to a user license that grants an individual access to the Landbot platform under a specific account. Each seat allows one team member to log in, build, manage, and collaborate on chatbots. The number of seats included depends on your subscription plan, and additional seats can be purchased on all paid plans.

What subscription plans does Landbot offer?
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How does the 14-day free trial work?

New sign-ups to the Landbot platform receive a 14-day free trial with access to all Landbot features and channels. After this period, the account is automatically downgraded to the Sandbox (Free) plan, which has certain limitations. You can upgrade to a paid plan should you wish to continue using Landbot’s premium features.

How is my subscription charged?

Your credit card is automatically charged at the start of each billing period. For monthly plans, the charge is processed on the first day of each new monthly cycle, while for annual plans, it occurs on the first day of the new yearly cycle.

Can I change my subscription plan later?

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How many chats are included in the Business Plan?

Our Business Plan is fully customizable to suit your needs, including the number of chats, seats, and WhatsApp Business Account numbers. Please reach out to our Sales team for a personalized quote tailored to your requirements.

What happens when I reach my plan's chats limit?

If you go over your paid plan’s chat limit, extra chats will be charged based on the chat type. Regular chats cost €0.05 per extra chat, while WhatsApp chats also cost €0.05 per chat plus Meta’s additional fee. AI chats are €0.10 per extra chat. Business plans have custom pricing for extra chats.

Are there any plans that only include WhatsApp?

No, all of our plans that include WhatsApp (WhatsApp Starter, WhatsApp Pro, and Business) also grant access to other channels, such as web, API, and Facebook Messenger. These additional channels are included in all WhatsApp plans.

Can I add more than one WhatsApp number to my account?

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What payment methods does Landbot accept?

We accept Visa, MasterCard, and American Express. Bank transfers are only available for Business plans.

What currency will I be billed in?

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Does Landbot use the official WhatsApp Business API? How does the application process work?

Yes! Landbot uses WhatsApp’s official API to integrate the most popular instant messaging app. The API offered by Facebook(Meta) is under constant improvement, the reliability is fantastic and generates a frictionless experience for your users and for your team. To review which type of enterprises, businesses and brands WhatsApp accepts at the moment, please read our WhatsApp API application guide.

Landbot’s onboarding team helps you in the application process. Once you sign up for Landbot’s WhatsApp solution, our team will ask you to submit the required information and initiate the application process on your behalf. The entire process usually lasts around 1-2 weeks, regardless of which provider you work with. We take utmost care to ensure each business we collaborate with has their application approved, managing the application process at every step of the way. However, ultimately, the final approval decision rests with WhatsApp.

Can I start building my bot before my WhatsApp API access is approved?

Landbot’s special WhatsApp Test environment feature allows you to build and test your WhatsApp bot before your API application gets approved.

This is possible because the testing channel is a closed one, and only allows communication between the Landbot interface and the phone number you associated with the test account. So you can already test your WhatsApp bot with your own phone, and have it ready to be published live to your users when the access is approved by WhatsApp.

Do you offer support resources on WhatsApp bot creation?

Yes, you have access to a large collection of support resources including WhatsApp guides, documentation and academy videos to help you get the most out of the WhatsApp chatbot builder and campaign manager. Listed below are some of the resources:

- How to Create a WhatsApp Bot: Step By Step Guide
- How to Create & Test your WhatsApp Chatbot: Video Guide
- Landbot Academy: WhatsApp

What is the WhatsApp opt-in and how does it work?

WhatsApp opt-in is the active consent users have to give you before you can contact them via WhatsApp. Opt-ins need to be done via a third-party channel. You can learn more about WhatsApp opt-ins and how they work here.