Geographic Analysis

The Geographic Analysis module in YourCX enables businesses to understand differences in data based on location. It helps uncover unique patterns and trends that may not be visible in general reporting, presenting them in an intuitive visual format using maps.

Levels of Analysis:
Geographic insights can be explored at various levels of granularity:

• International – Compare results across different countries.

• National – Analyze differences between regions within a single country (e.g., provinces or states).

• Local – Drill down to counties, municipalities, cities, or even postal codes for highly detailed insights.

How to Conduct Geographic Analysis in YourCX

1. Define the Objective:
   Start by identifying the question or issue you want to address—for example, why customer satisfaction is lower in a specific region.
2. Select the Relevant Study and Data:
   Choose which dataset to analyze (e.g., NPS, sales data, demographic attributes) based on the objective of your analysis.
3. Use YourCX's Geographic Tools:
   Leverage YourCX’s built-in tools to segment your data by location and visualize results directly on interactive maps.
4. Adjust Time Range, Analysis Level, and Response Type:
   Set your desired time frame, geographic level (e.g., country, region, city), and response metrics. Hover over specific areas on the map to view detailed results instantly.

5. Interpret the Results:
Analyze the patterns and trends revealed on the map and within the data. Look for regional discrepancies, recurring issues, or standout performances that may indicate broader challenges or opportunities.

6. Draw Conclusions and Take Action:
Based on your findings, identify specific actions to improve outcomes in underperforming regions—whether that’s adjusting local operations, refining communication, or reallocating resources.

Examples of Geographic Analysis in Practice

1. Differences in Perceived Ease of E-commerce:
   The 2024 Omnichannel Study revealed that residents of western Poland are more likely to find online shopping easy, while respondents from the Podlaskie and Lublin regions report more difficulties.
   Action: Create a simplified user guide tailored to regions where the online shopping experience is perceived as more complex.
2. Delivery Time Complaints:
   Customer feedback shows recurring issues with delayed deliveries in a specific region.
   Action: Investigate the performance of the local courier and consider introducing an alternative logistics provider.
3. Low Customer Service Ratings:
   Clients from a certain region consistently give low ratings to helpline support.
   Action: Implement additional training for customer service representatives handling calls from that region.
4. Regional Product Preferences:
   Sales data indicates a clear difference in product preferences across regions—customers in one area favor category A products, while those in another prefer category B.
   Action: Tailor the online store’s offering and marketing campaigns to better match regional demand.

Who Benefits from Geographic Analysis?

While often used by marketing teams, location-based insights also offer significant value to:

• Marketing teams: Geographic analysis enables precise evaluation of territorial data, which can enhance campaign targeting and content personalization. By aligning messages with local preferences, marketing efforts become more effective.
• Customer service: Identifying region-specific issues allows support strategies to be better tailored to local needs.
• Sales teams: Location data helps personalize offers and adjust sales strategies to regional preferences and behaviors.
• Top management: Connecting insights with the organization’s geographic structure supports performance evaluation and helps motivate regional teams more effectively.
• Operations teams: Regional differences in customer feedback can reveal issues related to logistics, product availability, or service quality in specific areas.

Summary:

Geographic analysis is a powerful tool for gaining deeper insights and making smarter business decisions. By using YourCX's geographic insights, you can identify and visualize region-specific challenges and opportunities—then take targeted action to improve customer satisfaction and business performance.