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Be personal and be proactive: harness CX analytics data to act
Data management may not be one of the most exciting activities but it is one of the most important and innovative areas for organizations seeking to realize the benefits of a CX strategy.
Most organizations provide multiple channels for customers to consume their services. To make sense of all the data these interactions generate, and raise the bar in intelligent and productive customer engagement, focus on customer outcomes when deploying data management platforms that integrate information.
Did you know?
Operate with CX analytics
73.7% of organizations operate without enterprise-wide CX analytics systems.
Align to business outcomes
50.3% are not aligning data capture needs with desired business outcomes.
Analyze CX touchpoints
Just 32.1% say they’re able to perform analysis that considers data relationships across CX touchpoints.
Key questions to ask
How solid is your data foundation?
Data quality and governance are essential to customer experience analytics and creating CX with confidence.
Is there a clear line of sight between technology decisions and business outcomes?
A business strategy driven by data will ensure CX efforts point in the right direction.
Does your organization understand what data it has and how data is used?
To ensure your organization’s CX strategy gets started down the right path, you’ll need to take a good look at your data management practices.
Does your architecture support a connected ecosystem?
For customer analytics to be effective, business processes and business insights must converge on a single data platform.
Take a long-term view and an iterative approach
- Build a core competence in understanding data and its ability to change customer engagement.
- Understand where you want to be in the long run, then take small steps to get there so you can adjust and pivot as you go.
- Implement one thing at a time. Use insights from data to see where you’re getting results, and where and how you need to change.
- Accept that your strategy may have to change, too, as you become better informed about what works well.
This approach will go a long way to building an agile customer experience ecosystem that allows you to change direction as needed, always with a line of sight back to CX strategy and desired business outcomes.
Executive General Manager - Practices, Partners & Alliances, NTT Ltd. Australia
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