customer data

Digital technologies can be used to improve Customer Experience. For example, by:

• Enabling the customer to do more more for him/herself e.g. check/update account information, find relevant information, set-up alerts, set-up event triggered transactions, make purchases online, get chat based help with queries or problems….
• Provision of data/information based services e.g. alerts that notify the customer that price of the ticket has fallen.

Critical to improving the customer experience is listening to customers and incorporating their data and their feedback into your transformation strategy. Data-driven decisions are key to customer experience transformation success.

There are many different customer listening posts and equally as many sources of customer data. Let’s start with some examples of listening posts, which provide not only performance data but also demographic, psychographic, diagnostic, and competitive benchmarks data:

Are you taking action on your customer data?

I like to write about taking action and actionable insights because there's a serious lack of action when it comes to customer feedback. I've witnessed it for far too long.

I've written about this topic a few times in the last several months:

The Definition of #CX Insanity

If three makes a trend, then lately I’ve noted a new trend in strategic thinking.  It involves the discipline to ask different questions to get different results — and not just different results — better, clearer, more sustainable results.  I came across the idea to ask different questions to get different results from three different people — a consultant, a professor, and an entrepreneur.  Although each of them suggested a different question, together they provided a new perspective on strategy development — that is, sometimes an answer can be less important than the question.
 

Different question #1:  What problem are you trying to solve?