There’s an improved reliance on data to improve Customer Experience (CX) more than ever. The following diagram (left side) from the Gartner CIO Survey, October 2019, shows the percentage of respondents rating the extent of scaling at 5, 6, or 7. Data-centric CX improvements from Gartner’s CDO Circle Poll 2019 reveal the key obstacles to value creation from Data.
Organizations maintain vast customer data throughout the myriad of data points. For ease of purpose, the data is further pruned by the category - personal data, engagement data, behavioural data, and attitudinal data. The linkages amongst these data types are also ascertained based on data sources. Our workshop covers some of the best practices by knowing how marketers use demographic data, psychographic data, and content assets.
Five essential sources of data collection include the company’s website (or e-commerce portal), non-commerce transactions, campaigns, surveys, social media. The data could be stored in a variety of systems, namely Web Analytics, CRM, Marketing, ERP, Supply chain, HR, and Financial packages.
How data is related and linked to each of operations, namely website to CRM, CRM to campaigns, transactions to surveys, or ERP. Data flows are also determined by the permissions and privileges in compliance with the privacy and governance policies of the organization and the customers.
What are the cycles of validation to verify that the data is accurate, usable, and optimized for customer 360 insights? The CX program requires a governance model for the data classification, association rule mining, clustering, outlier detection, regression analysis, and prediction.
"Rome wasn't built in a day. You need to understand how it comes together brick-by-brick; how each of the components slots together - or doesn't!"
Our Data teams work with the customer's CDO or Data Experts to understand the data relationships across four digital dimensions and by industry and region. Our CXNow advanced services comprise of:
a) benchmark digital performance relative to competitors and understand strengths and weaknesses;
b) identify opportunities to improve digital’s business impact and prioritize capital allocation;
c) educate teams on best practices and help them stay abreast of digital developments and disruptions, and
d) measure performance over time to hold teams and vendors accountable.
One of the most important tasks that a CDO or other data and analytics leaders must complete is to turn the demand for data management and business analytics into actionable strategies to deliver business value. Virtuos strategy compass as part of CXNow Transformation Services will guide leaders in the first step of this process — that is, developing a comprehensive data and analytics strategy.
During the CX Datum initiative, our Consultants will assess, and garner information on the D&A alignment with the business strategy on four factors:
It’s not Sales or Service Cloud. It’s EXPERIENCE CLOUD! Designed for delivering superior experiences to your customers, employees and other constituents. Contact us today to know more.