Technology is rapidly advancing in a way that will soon transform how customers experience and interact with brands. Breakthroughs in data analytics like neuro-insights present another opportunity for companies to better understand human behavior, ultimately leading to enhanced, immersive customer experience (CX). 

How Data Analytics Affect CX

Data analytics is a system used to discover, interpret, and communicate meaningful patterns in data. It also involves applying data patterns toward effective decision-making, which is useful when developing effective customer experience solutions. However, determining which data points are important and what is driving key indicators can be challenging, as the complexities of human behavior relies heavily on context. This is why it requires a careful lens to accurately interpret data and successfully act upon it. 

Current data analytics evaluates information to intelligently predict outcomes based on behaviors, language, and patterns. But the emergence of immersive technology (e.g. augmented and virtual realities) means that customer experiences are also becoming increasingly immersive and interactive. As consumer behavior evolves, so should the way we measure and understand it. 

The ability to understand consumer behavior in an authentic and unbiased way will be highly valuable in shaping the customer experience. So how is this possible if humans are inherently biased? That’s where neuroscience comes in. 

Neuroscience for Data Insights

Neuromonitoring can help us understand emotional responses in real time without unconscious bias to showcase authentic reactions. It’s not influenced by vocabulary choices, as with language-pattern recognition in traditional data analytics. Innovative neurotechnology can achieve this by providing real-time analytics and insights from brain data and harnessing the power of cloud computing to help us better understand how the human mind is experiencing events, products, reactions, and more. 

Neuro-insights will be an innovation enabler for next-generation CX,  where immersive and interactive engagement will benefit from a deeper and faster understanding of the human experience.

Something as simple as a fitness device or smart watch can help brands understand how immersed a person is in a given experience, quantifying levels of psychological safety and engagement through heart rate measurements. This data can help to better understand how to design, develop, and assess new experiences in the workplace and the customer journey.

The Value of Neuro-Insights for CX

Neuro-insights can also be used to validate the efficacy of workforce operational processes and evaluate consumer engagement, well-being, and psychological safety across industries.

Brands can use neuro-insights in a number of ways to elevate their CX, including learning demographic nuances of users and consumers to personalize their experiences without unconscious bias.

In the context of immersive experiences and metaverse, brands will benefit from using neuro-insights to support mixed reality design with user feedback to optimize player, shopper, or learner experiences. As the consumer experience evolves, neuro-insights will be invaluable to how brands build their businesses. 

What Does This Mean for Companies?

Neuromonitoring utilizes leading research techniques that compliment traditional market research tools to test, validate, and optimize data. Real-time neuro-insights can help brands across all industries better understand the human experience, leading to improved customer and employee experiences. 

What IntouchCX Is Doing for Brands

Here are a few ways we are using neuromonitoring: 

• Employee hiring strategies have been upended and culture, engagement, and sense of belonging have been reprioritized for life-work balance by remote workforces. IntouchCX neuro-insights explore the efficacy of hiring and onboarding processes, the role of personalization and digital engagement, and automation in pre-hire interactions and the impact this can have on 90-day retention.

• Frontline workload has gradually become more complex as simpler tasks benefit from automation, but training and knowledge management has yet to catch up with the change. Our neuroinsights explores the relationship between cognitive load and effective knowledge retention, the impact on attention in WFH and post-pandemic and what that means to online schedules and training, the difference in learning techniques based on the demographic mix of each workforce and the importance of mixed media content creation and new models to train-practice-train for remote learning, compared to what we have been programed to do in classrooms.

• Trust and safety measures are becoming more embedded in CX strategies as enterprises focus more on an expanding scope of online safety responsibilities from integrity, fraud, compliance, and social and digital content and platform safety. Our neuro-insights explore the vulnerabilities in psychological safety caused by high volume as well as highly complex and sensitive work types. They can redesign the operational and well-being support structures required to create safe working environments for this growing space.

Learn more about IntouchCX’s investment in neuro-insights and the future of CX.