Discover the power of customer service data & analytics

Customer service data is often an untapped resource that can be used for more than just improving the CS function or driving workforce efficiency––as valuable as this is.

Support conversations contain honest and candid feedback on a company’s most critical areas: its product and service offerings. Information that can reveal issues with far-reaching consequences, such as a bug in newly-deployed code, an ongoing issue with garment sizing or quality, or a company policy that is hurting customer loyalty. With thousands of customer contacts every day, CS departments are treasure troves of conversational insight — if that data can be analyzed effectively.

I’m very excited today to announce Dixa Discover, our powerful new suite of analytics tools that harnesses the power of CS data, combining agent performance data, customer insights, quality assurance, and business insights to help businesses make data-led decisions that drive customer loyalty and growth. 

In this blog post, I’ll be diving into how we developed our agent and team performance and reporting and analytics capabilities in our new Analytics.

Building great products and providing exceptional customer service starts with an intimate understanding of your customers. That’s as true for Dixa as it is for our customers. 

When my team and I set out to build a completely new in-app analytics product for Dixa’s platform, we started by speaking with as many of our users as possible. Mapping out their day-to-day tasks, problems, joys, and aspirations helped us gain a much better understanding of what we needed to achieve, and, more importantly, it also helped us arrive at a key insight that has been instrumental in shaping the new Analytics:

Focus on questions, not metrics

While CS leaders often have very strong opinions about which metrics are important, the metrics themselves should never be the end goal. They simply help leaders answer underlying questions that:

  • are vital to understanding the health of the CS department
  • enable them to make the necessary decisions to set their agents up for success
  • and help teams provide the best possible service experiences to their customers. 

So when it came to Dixa’s new Analytics, we didn’t just start with a list of metrics to implement. We started with a map of interlocking questions that we wanted to help our customers answer—from day-to-day operational questions like “do I need to put more agents on Phone tomorrow?” to larger more strategic questions like “how productive are my agents?” or “what type of customer issues are we having a hard time solving?”

Once we identified these core questions, we came to a few other realizations:

  • These questions are often complex and multifaceted, requiring the evaluation of several different and independent data points at the same time to arrive at the right conclusions.
  • CS leaders rarely have the time, data-literacy skills, and organizational support to construct answers to these questions themselves—no matter the BI tooling they have available.

The answers you need, at your fingertips

That’s why we’ve built Dixa’s new Analytics from the ground up to answer the most common—and valuable—questions our customers have when it comes to understanding the health of their CS department, their processes and setup on Dixa, and evaluating the level of customer service they’re providing to their customers. 

Built through collaboration with all types of Dixa customers and powered by their collective insights, Analytics comes with a range of predefined dashboards that are simple and intuitive to use, provide you with the data that you need to optimize your customer experience, and, don’t require you to write even a single line of code or check multiple sources.

“Dixa has been a game-changer for us when it comes to data-backed decision-making. We can now see the true LTV of our different customer segments, the cost per contact in our different markets, and even run tests looking at different acquisition channels and various onboarding journeys,” says Harriet Treadwell, Customer Love Director at Butternut Box.

Democratizing data access

At Dixa, we believe that having empowered, motivated agents is one of the keys to providing great customer service. That’s why it was imperative to us that all agents on Dixa, by default, have access to their own performance data and customer conversations.

Being able to understand how you’ve helped customers and performed over time can be very grounding and motivating in the busy everyday life of an agent, and having access to the exact same data that your manager is using to evaluate your performance also adds more transparency to performance review processes. We’re very happy that agents seem to agree, as they’ve been the most active user group throughout our beta period with most of them using the new Analytics at least four days a week.    

A global data foundation

While our primary goal with the new Analytics has been to provide a great in-app experience that helps and supports all Dixa users, we also realize that Dixa data doesn’t exist in a vacuum and that often you’ll want to combine it with other data sources in your own BI or data warehouse to get to deeper business level insights. That’s why the new Analytics data will also be available through the Dixa API to ensure a 1:1 data match between the Dixa platform and your own data platform. The first metrics are already available through our beta program and we will continue to add to the API support to ensure we’re creating a global, consistent data foundation for Dixa customers in the future. 

Stay tuned to discover more

Dixa’s new Analytics will soon be available to all customers—an important milestone for Dixa, and we’re excited and grateful that so many of Dixa’s customers have already joined us through our beta program. Their candid feedback has been instrumental in shaping the product we have today, and we look forward to opening the doors to the rest of our customers.

Stay tuned for more on Dixa Discover!


Kristian Schou

Director of Product Management at Dixa.

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