Big data has been at the forefront of the agenda in CRM and marketing automation. Yet the revolution that is under way is not in the unprecedented quantity of data accumulated, but in the way in which intelligence is derived from that wealth of information. The intelligence that can be gained from your data is crucial in forming your customers’ experiences. In an age where we expect to be given access to information instantaneously, poor communication is not an excuse for getting it wrong.
Perfect data science identifies patterns from every customer interaction that can be repeated and proactively acted upon. In an ideal scenario, humans and artificial intelligence systems collaborate in an amalgamation of contextual, timely insight to better understand their customers and, ultimately, to predict their future behaviours.
So how can data science help businesses provide a better experience for their customers?
Data science enables organisations to get ahead of a customer’s actions, to know what customers want before they even know they want it. By using predictive analytics tools, enterprises can use the data gained from customers throughout an organisation’s entire business process to predict and “push” prescriptive actions upon employees to take the most relevant and timely next step. This allows businesses to become more competitive, service-oriented and get closer to their customers than ever before.
Organisations need to capitalise on the use of data to deliver a relevant and hyper-integrated customer experience. An example of a disconnected experience is going into a store and being unable to return an item purchased online because frustratingly, the brand’s online website is a separate system. Brands need to ensure that they are delivering the same experience across all channels, devices and touchpoints. No matter where the customer is, the experience should be the same. Clean data can accomplish this. Businesses and the entire workforce need to make sure their data is complete and accurate to be able to deliver an experience that counts.
But it’s not just about making sure your data is clean: the next generation of successful businesses will look to data science to revolutionise their entire organisation. The commitment of today’s analytics and business intelligence is that data will no longer be isolated to databases. The data should be integrated into the entire organisation, prompting businesses to realign executives, employees and processes around the customer and absorb insight-driven value propositions throughout. No longer should the sales and marketing department work in silos.
Ultimately, it is not about the volume of data a business keeps but what they can do with it. Data becomes much more useful when it is consolidated into a single view, which gives a holistic understanding of customer behaviours, creates natural alignment among departments, and better communication to take the next best action. Otherwise, decisions are based on assumptions or incomplete data, leading to unsatisfactory customer engagement.
By Vera Loftis, Managing Director UK at Bluewolf.
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