In times gone by, customer experience consisted of static, one-dimensional encounters. Now, thanks to big data and related organizational innovation, customer experiences are rich interchanges between customers and the organizations with which they choose to do business. Forbes, in association with SAS, recently released a report on applying data analytics to enhance the customer experience.  You can download the full report here.

A few takeaways from the report;

The problems as a result of not having proper customer experience tools in place

  • Service requests require lots of follow up activities
  • Processes not fully covered by IT systems
  • Most customer communication handled manually and individually
  • Lack of real time operative reporting
  • Lack of consistent customer experience across different channels

The reasons for implementing customer experience tools

  • Increased Sales and Revenue
  • Greater engagement with customers
  • Structured and organized customer data

The results after having implemented customer experience tools

  • A better experience for their customers across the board
  • Increased levels of confidence in the decisions that they make
  • Their ability to quickly react to changes in the market
  • Cost savings in marketing and inventory


How to increase your organization’s readiness to embrace data-driven customer experience:

Think long term. Delivering a successful customer experience requires a mix of activities and competencies, from data integration to technology implementations, to training, to rethinking processes, and it doesn’t happen overnight. Superior customer service is an on- going quest that requires a chain of activities across enterprises to deliver.

Provide training, insights and inspiration to managers and employees. Getting managers and employees to think in terms of data requires a change in thinking. Organization members need to understand how employing data to enhance CX makes their jobs more satisfying.

Keep measuring results. It’s only natural that activi- ties involving the use of data should also be measured with data. Managers and employees need to understand how and where data-driven CX is delivering.

How to increase your organization’s readiness to embrace data-driven customer experience:

Determine what is appropriate for your industry. Every industry—and often every company—has its own unique sets of key customer touchpoints and interactions.A data formulation that works for one company may not be suitable for another. Hospitals may focus on emergency room experiences, while media companies may be more concerned with content delivery.

Smash the silos. Every organization likely now has significant stores of data on its customers, but much of it may still be “dark data”—meaning data that is stored and managed but never used. The reason may be in- accessibility, being maintained within a department or functional area. Data-driven CX proponents need to embark on a voyage of discovery to find these hidden assets and bring them together.

Open up resources to customers. Sharing data and providing greater access to customers about products, services, inventory and shipments has a powerful effect on enriching the customer experience.

How to achieve greater orchestration between your organizations’ processes and assets and your data-driven customer experience initiatives:

Look deep into your data resources and assets. Valuable data that can help deliver superior customer experiences may be lying undiscovered within your or- ganization. CRM, ERP, sales, supply chain or inventory systems are likely sources, but open up your search to other, non-traditional sources as well. For example, security cameras may help provide insights on customer preferences as they move about a location.

Empower the people behind the processes. Delivering superior customer experience isn’t just about machines and systems—the success of such eorts relies on the people who build and manage these systems and their ability to help design key business processes. Customer experience delivery needs to be a key part of the roles and responsibilities of sta managers and profes- sionals involved in back-end systems and processes.

Communicate the benefits being achieved through data-driven CX. Organizations well along with data-driven CX initiatives report having a greater ability to target and optimize for specific customers, as well as improved consistency of customer experiences across channels, enabling greater understanding of why certain transactions or engagements are taking place and more predictive power.


Get the full report from Forbes.