Insight: The Xs and Os
of Omnichannel Analytics

The Xs and Os
of Omnichannel Analytics

by Richard Schwartz, Qualtrics

So – I am just going to roll with this definition and that when we tack on “channel” behind ‘omni’ – it means the call center, the field, and everything owned, operated, and sponsored in digital . . .

Now, let’s imagine the moment when you may have ended up in a call center. There is a high likelihood that your experience broke upstream. For a physician customer, it could be inside of self-serve digital or in the field with a representative. It could also unfold in a channel not owned by or visible to the pharma manufacturer. Experiences break outside our purview all the time! Now let’s deconstruct the potential insights within the journey to that call and how analytics can help optimize or even avoid that moment.

Analytics: The Known and the Knowable

When we think about omnichannel analytics, it is good to think about the types of data we are analyzing and how they play together in the quest for customers. This is what we think of as the Customer Chemistry that helps optimize (XM) Experience Management.

XM is a holistic understanding of human experiences through data-driven insights that have direct, measurable effects on operations. It is a virtuous cycle of learning and continuous feedback  –  effectively combining experience data (X-data) with operational data (O-data) to drive decisions and actions impacting business performance.

O-Data is the WHAT

Operational data — sales data, finance data, HR data, tangible records of tangible activities. O-data gives you visibility into the business impact of human experiences – think win rates, customer retention profitability, employee attrition, etc.

We are all accustomed to Operational or O-Data in pharma, the visits, pages, actions. We can look at it by targeted actions like downloading a co-pay coupon. When we look at all of the actions on all of the assets in all of the channels in a given month and then look at RX lift accordingly, we can interpret that as a correlation. But, even with tests and controls, Operational to Financial linkage can leave us with part of the story – and that part often tells us to get more results  – we have to spend more.  It makes sense on the surface and is not a bad bet. But before we gamble we may want to also look at the X-Data.

X-Data is the WHY

Experience data is the human factor data — the beliefs, the emotions, and the sentiments. X-data is the human feedback that points to the gaps between what you observe is happening and what is really happening.

The Solicited and Observational Aspects of X Data

Customer engagements across channels can be evaluated on solicited survey feedback embedded in key moments. This Zero Party Data that can reveal satisfaction, effort, trust, and affinity. With open fields (hard but not impossible in industry), it can also provide deeper insights on sentiment. Solicited X-Data can be essential to diagnose improvement areas by triggering intercepts at key moments of the journey on your digital app and website.

There are best-practices for getting response rates of significance that involve a clear intent on why you are asking and clear commitment to take action on feedback. This portion of X-Data is about 15% of the customer and colleague feedback we gather across industries at Qualtrics. You can look at this as the vocal minority – important – yet not everyone or everything.

X-Data can also be observational. This type of X-Data is the other 85% of what we at Qualtric gather, analyze, and route for action. Companies and their brands can derive deeper and more accurate insights behind customer behavior without asking a single question. It reveals patterns across channels that can aid in predictability. With an ability to detect frustration such as mouse thrashes, error clicks, rage clicks, and dead clicks. 

The voice of the silent majority helps put better shape to cross-channel journeys in real time. Channel leaders can discover new issues that would have gone unnoticed and move from being well-intended to focusing on the actual and emerging barriers faced by customers that can be addressed – in the Zero Moment of Truth and at the speed of need. 


Another aspect of XData is voice. We have all been on the phone refusing to press any of the number choices and repeatedly saying, “agent, agent, human, I want to talk to a human!” This is a moment of need for the customer and of opportunity for a brand to turn a contact center into a loyalty center. X-Data in this channel, alone or combined, can help you Know Them, Understand Them through conversational analytics, and Help Them in a personalized way. It also helps the agent and the loyalty center overall in training, compliance and first call resolution.

More Xs and Os

Inside the omnichannels are potential omnianalytics – those whats and whys. The amalgamation in your analytics helps you see what is happening and understand why it is happening. Combined with O-Data, X-Data helps you mine for patterns and identify anomalies by behavior, verbatim topics, or sentiment score. Imagine being able to pair sentiment, segment, and verbatim feedback. 

And that sentiment data  – it tells you how best to solve the customers needs and eliminate the root cause issues.

You can connect with Richard Schwartz on LinkedIN.

Subscribe to our Mailing List

Receive more DHC content like this directly in your inbox. We will respect your privacy and never sell your information.
View our Privacy Policy.

* indicates required