The Importance of Infographics in CX
Boost Engagement with Visual Representation: The Solution to Your Business Reports
Understanding your customer's satisfaction and using CX insights to drive fundamental decisions is the key to success. However, nowadays, several companies are finding it very hard to summarize their main results, distribute the report to different teams, and, as a result, are losing the essential messages and takeaways. With that being said, organizations can become confused and finding opportunities for functional and operational improvements is now a challenging process.
Let's imagine a Fortune 500 food company receives hundreds of survey feedback per day from different channels (payment, delivery, points program, etc.), different regions, and the results are available in several dashboards. In this model, the region manager needs to check different platforms to track deliveries, inventory, financial status and HR, and only after that will they start checking the customer feedback and CX channels.
Furthermore, the CX data is coming from several dashboards to support all customer-brand touch points. In this scenario, it is a challenging process to report CX results for the frontline, the senior levels, and insights teams on a regular basis. Although the data is available to everyone on their CX platform, enabling the best usage and managing the results to bring actionable insights is a demanding task for the Insights team.
That said, while senior executives are still receiving their quarterly summary, the CX team is fighting to support frontline managers including other executives with quick and honest information on a monthly basis.
On that account, leaders across the company are spending a handful of hours checking different channels, provoking a complicated comparison between regions and channels, impacting organic decisions and necessary improvements to lift the results and guarantee overall satisfaction. Therefore, the CX team needs to implement a summarized and scalable report to observe and communicate all KPIs and fundamental changes on the business.
A current trend on the market is using the infographic as a source of communication and dissemination of the metrics. Although infographics are seen as time consuming, the groundwork can easily be softened with good support, not to mention that the result will satisfy everyone's needs.
You are probably asking why your company should have infographics instead of a monthly report with ten slides. While the usual reports are summarized and presented, managers have yet to go over the several slides of information in order to absorb key messages.
On the same note, executive summaries have the same purpose, but are not as eye-catching and visually compelling. Below is a list of helpful points that focus on bringing solutions and value to the use of infographics.
Simplifies communication and clarifies messages: Since leaders don't have time to read large paragraphs and connect topics between slides, one page is enough to share the main findings.
Attracts attention from a wide variety: People are usually more interested in visual elements than in text. So, showing KPI changes with icons and other elements can draw the right attention.
Emphasis on important data points, answers specific business questions and facilitates decision making: Infographics can focus on different data points of business questions each week or month, following special events or changes in the CX program.
Minimal text and high impact: Cross-company teams will remember the icons and colors to spread the messages instead of a full slide filled with data.
Tailor made and on-demand: Infographics can be customized for each team while also available for any special events on demand.
Easily shareable: Short documents can be easily shared by email, printed on an A4 paper size or can be digitally delivered as a summary of the week.
How Do We Start?
Along with the benefits listed above, while some organizations develop their infographics in-house, having support during the implementation and development process can lead to a better understanding of the key needs.
Going back to the food company, implementing infographics reflects a broad process to include all team, metrics and business needs. For example, understanding the stakeholders (region managers, delivery partners, or cleaning providers), the business questions (how is the NPS going?), the frequency (monthly, weekly or on-demand) and other arguments. After the discovery process is finalized, we move to the template phase which may be used for future reports.
In conclusion, bringing the correct data and key points to the right team showcases the success of a CX program. As an example from the food company, the frontline team finally understood which product section was lowering the NPS and satisfaction, what was mainly dropping the dissatisfaction and why customers preferred to stop buying online.
To check how to improve the communication with executives using quarterly reports, click on our blog from June 2019.
Vivian Urbach, CX Manager