Improving Customer Experience: How customer data helps boost loyalty


Now that the world is at the fingertips of anyone with a smartphone, customers are becoming more technologically savvy, more open to alternative options and greatly raising their expectations.

This means people are expecting the best possible customer experience (or CX) from every organisation at all times. And if they don’t get it? They easily switch to a competitor.

Creating the perfect customer experience is not a one-time event.

It’s an ongoing effort that can only be optimised by having conversations with your customers, collecting data from their feedback, observing their journey and ultimately knowing how to act on this information.

In this article, we explore the concept of customer experience and how you can collect valuable data to improve your buyer journey and provide a more meaningful customer experience that will have them coming back time and time again.

Why ongoing customer conversations are essential

Today, people want to feel valued, and they want to feel connected to something larger than themselves. That’s why they seek to engage with brands that do more than just provide reliable products or services at affordable prices. Instead, customers want to see your human side and for you to see them as individuals.

In order for a business to create a deeper connection with their customers, you have to talk to them on a regular basis.

However, great CX is not about simply talking

Customers don’t just want satisfaction anymore; they also want to feel as though they have a partner throughout their entire buying journey.

So ultimately, you need to have a conversation with them and really listen to the feedback to take these key insights and make smart decisions towards improvement.

Katie Bowden, NEXA’s Service Design and Delivery Director, says that for your customers to view you as a partner, you need to treat them as such. “Customers want to be listened to and engaged in a way that is tailored to their needs and what their preferences are.”

Importance of gathering customer experience (CX) data for your business

Having conversations with your customers is a great way to optimise your CX, but how do you capture broader information and make sense of everything you’re hearing?

The answer lies within the data.

No matter what industry you work in, the demographics of your target market or the kinds of goods or services you provide, collecting valuable information about your customers can help you improve nearly every aspect of your business – including their overall experience. 

According to a recent Forbes report, most market leaders share a common approach to using data to improve customer experience: focusing on personalisation at scale starting from main customer touchpoints and working backwards.

Many successful customer-centric brands recognise that when employees know everything about every customer interaction over time, they can provide better service and support. So, these brands reinforce this by gathering data from every possible source such as websites, in-app browsing, marketing interactions and customer support to build a holistic view of each customer.

Other benefits of gathering customer data for your business include:

  • Improving the in-store experience
  • Personalising the customer experience by providing the opportunity to share their buying journey
  • Improving your marketing strategies
  • Gaining a better understanding of your customers

By capturing real-time customer data, you can effectively assess the quality of customer service you provide and pinpoint areas where you should improve, allowing you to provide more meaningful interactions and increase customer loyalty.

How to interact and respond to customer data

After you’ve collected adequate amounts of customer data, such as wait times, feedback and outcome levels, the next step is to pull it all together and figure out how best to interpret and respond to it.

For example, learning about the average wait time alone is not helpful. But comparing waiting times to satisfaction levels and staffing numbers is, as you can then determine how to optimise these variables.

There are several tools that can help you better understand and respond to your customer data, such as a journey map where the customer’s experience is mapped out and potential opportunities are presented visually. These provide a clear representation of how your organisation fits around the customer’s life.

However, journey maps are often out of date the moment you create them. Instead, you need to adopt digital tools that can handle the continuity of data.

That’s where NEXA’s solutions can help you.

How NEXA can help your business?

By combining appointment scheduling, queue management and business process management with innovative and intuitive technology, NEXA helps transform customer experiences and increase operational efficiencies through our Queue Management System and Customer Flow solutions

Our team of experts can assess your organisation’s unique needs and create a tailored suite of products to transform your operations to then improve the customer experience.

This includes a combination of the following products:

  • NEXA eConcierge

With NEXA eConcierge, your staff will have access to a Queue Management System in real-time, improving how they manage queues and assist customers. 

  • NEXA Mobile Q

By offering remote queueing via your customers’ mobile phones and devices, Mobile Q places wait-time convenience and notifications in their hands, so they always know where in the queue they are up to with full peace of mind.


NEXA OASIS is a robust online booking solution that allows your customers to make appointments around their schedules, ensuring a positive experience from the start.

  • NEXA Voice

NEXA Voice gathers customer feedback to provide the essential insights required to make smart strategic business decisions and necessary improvements for the satisfaction of employees and clients.

  • NEXA Outcome Form

This patient outcome form is for medical centres and hospitals. It electronically transfers medical assessment notes to the right people, removing the inaccuracies of paper-based forms.

Ultimately, every organisation’s goal is to improve the customer experience, which in the end, makes a positive impression and drives greater loyalty.

So, are you ready to improve your customer experience?

At NEXA, we understand the importance that your organisation places on providing the best possible service and experience for every customer, every single day.

That’s why we’re here to help.

NEXA is an Australian company that delivers innovative digital solutions to empower both our clients and their employees by taking advantage of digital technology. With NEXA, you can support and enable your team, deliver excellent service levels and thrive in today’s evolving landscape.

Do you want to experience the benefits that come with integrating NEXA’s customer journey solutions into your business?

Talk to us today to find out how you can make your customer interactions matter.


Every day, everywhere in Australia and beyond, NEXA is helping to make more than 100,000+ customer interactions matter. Talk to us today.