The Increasingly Important Role of the CX Analyst

 

CX is a major focus for many companies. A CX analyst fits neatly into any organization, no matter what the specific strategy looks like. Implementing a CX strategy typically requires the collection of significant data, which then must be organized and synthesized to reveal the kinds of insights that can improve CX strategy for a brand. That’ is where an experienced CX analyst comes in. They combine customer insights with skillful data analysis to turn raw numbers into actionable plans.

 

What Is a CX Analyst?

A CX analyst is the expert who specializes in collecting and understanding that important data. Rather than focusing more on the big-picture strategy, a CX analyst will focus on the actual data, often in close contact with customers. It is their job to provide the actual numbers to support and craft a customer experience strategy.

 

The work of a CX analyst is the intersection of customer service and business/data analytics. These analysts focus their work on collecting and parsing data, specifically focused on customer service and experiences. They then turn that data into something useful.

 

CX Analysts and the Current Market

The CX analyst field is experiencing major growth in the current job market. More companies are realizing the crucial importance of the customer experience to their brands. In this new environment, people and companies have become heavily invested in technology and AI. These innovative technologies open a whole new world of possibilities. However, they also create mountains of data, which must be analyzed and translated into a usable format to apply to strategy.

 

CX analysts make all of this happen. Each individual company will have different goals and expectations for their CX team. However, most analysts will work at the intersection of customer service and data/statistical analysis. Their job might include designing customer feedback surveys, monitoring customer reports, analyzing data, and parsing that data to pass along to leadership. They participate in constructing customer journeys, pinpointing key touchstones and consistently incorporating feedback to identify ways to improve the customer experience. The key is that collecting and analyzing data forms the backbone of the work.

 

A CX analyst will typically be strong in both customer service and data and statistical/mathematical work. The “output” of the job is primarily data analysis and reports. However, it may also involve gathering   as well as interpreting the data. It also requires an understanding of the customers’ needs and wants. To excel and provide the necessary insights, CX analysts will need an equal understanding of customer relationships and “numbers” skills.

 

The CX analyst position is evolving rapidly. The market is also relatively competitive. There can be a wide range of salaries, depending on the individual company and job. According to ZipRecruiter, the national average salary is around $63,600, while Glassdoor’s numbers are a bit higher, at around $70,200.

 

CX Analysts and Your Company

Promoting from within and hiring from outside the company are both challenging. Promoting from within provides institutional knowledge that takes time to develop. However, there often is a shortage of people with sufficient in-depth understanding of the data to be able to perform key CX analyst job functions. By contrast, hiring from outside might attract a top-notch data analyst. It is likely to take that person time to get up to speed on the unique attributes of a particular company and its customers.

 

There is no one “right” answer about whether a CX analyst can be promoted from within the company. It depends on the specific situation. Each company will need to look at its own existing workforce to determine whether they have strong candidates available.

 

Since CX is just emerging as a separate field, instead of an offshoot of customer service, educational institutions are still catching up. You are not likely to find candidates with degrees in CX. A growing number of business programs offer concentrations and certificates in CX at both the undergraduate and graduate levels. While those certifications or specializations can be helpful, the right candidate for a CX position is more likely to be qualified due to their previous job experience, not the title of their degree.

 

By Christopher Rios

 

About the Author

Christopher Rios is a Founding Member of Blue Rock Search. He has over twenty-five years in Hospitality and Executive Search and leads the Blue Rock CX practice. His desire and passion to deliver an exceptional and engaging Client and Candidate Experience has led him to his current role as Chief Experience Officer. He has over fifteen years of hospitality experience as an executive chef and has been recruiting executive and senior-level talent in Customer Experience, HR, and Hospitality for over a decade.

 

In his capacity as CXO, Chris oversees the retained CX Executive Search practice, which specializes in the identification, assessment, recruitment, and onboarding of executive-level CX leaders and their teams inclusive of Leaders across all Experience Disciplines (Patient, Digital, User, Employee, etc.), Customer Success, Care & Support, Contact/Call Centers, Professional and Managed Services, VOC/VOE as well as Insights and Analytics.

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