Data integration for an improved customer experience

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CX Network
10/23/2017

Learn how to respond to customer needs in a data-driven landscape.

There’s a wealth of data that businesses can leverage to learn more about consumers, and many companies are already taking part in analytics projects aimed at understanding client tastes and demands. In fact, Gartner noted that 48 per cent of businesses took steps to invest in big data analytics last year, and another 25 per cent plan to invest in these processes within the next two years.

However, in many cases, organisations and their analytics teams run into obstacles that cause their efforts to fail. One of the most prominent reasons for failure is addressable: data integration. Businesses must work to have a better understanding of the avenues customers use to connect with their organisations, the data that can be gathered across these platforms and how to best integrate this information into a single, cohesive resource.

Those companies that succeed in these initiatives will be in the best position to inform their customer experience improvement efforts with data-driven insights, allowing the business to respond directly to consumer needs. Since the vast majority of customers – 86 per cent - will pay a premium price for an improved experience, businesses must make data integration for customer experience analytics a top priority.

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