In a few years we have moved from relative scarcity of available data to a state where most companies are drowning in the stuff. Customer experience can be a source of competitive advantage for your organisation. The ability to overcome issues of data overload to extract and isolate meaningful and actionable insights could make a profound impact on that all-important customer experience.

Many of the issues associated with vast quantities of data often stem from a focus on the wrong metrics. Whilst we have the ability to measure every single customer engagement or interaction across a plethora of sites, devices, environments, etc., which are the measures that will drive a better customer experience across your organisation?

Identifying and isolating those meaningful measures from ‘vanity’ measures is crucial to overcoming inherent issues with data.

Here is how to leverage your data assets and positively impact the customer experience:

Avoid the technology trap

A flexible and scalable technical infrastructure is crucial if your organisation is going to manage the ever-increasing complexity and diversity of data feeds. A close partnership with your IT organisation is essential. Avoid the urge to rush out and buy the latest and greatest analytics platform or solution.

Do not assume that the technology will work seamlessly with your existing platforms and processes without the need for bespoke integration and/or changes to your processes and in-house capability.

Timely and relevant

There is an increasing focus on real-time data analytics solutions. Just because you can measure and analyse in real-time does not mean you should. Are your marketing processes and resources aligned to deliver in real-time? Our guess is, like most organisations, probably not.

You need to focus your efforts on moving and transforming your marketing operations to be more agile and nimble. If you are unable to meet the demands of the “always addressable customer” with timely and relevant content and experiences, then those customers will shop at your competition instead.

Accuracy (perils of Dirty Data)

Single Customer View - the nirvana that many customer experience professionals seek. As we begin to move and manipulate large volumes of data, especially click-stream and unstructured data such as social media, the issue of integrity raises its head.

When moving data back and forth across platforms and solutions it is imperative to have strong data controls and processing protocols in place to ensure the accuracy and integrity of the data on which your decisions will be based. 

Skills and Capability shortages

Data analyst, data scientist – is apparently the ‘Sexiest job of the 21st Century’ – according to a CNBC special report.

Before investing in the latest Hadoop-driven platform, ask yourself if you have the right mix of people internally to manage and use your data. It is very important that you have people who are able to understand and analyse the data to solve your business problems.

In the din of today’s ‘always on’ omni-channel customer, customers expect to receive immediate and instant resolutions to their questions, issues or buying decisions.

By focusing your organisation’s efforts around data and the metrics that matter most to your customers’ experience, you will invariably drive performance improvements among your people and enhance customer satisfaction, which will ultimately drive value creation for your business.

 

By Antonio Silano, Flock Associates


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