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In our latest GDS Video Snack, Sasha Qadri, Editor at MeetTheBoss TV looks at how companies can maximize their data use to create a compelling customer experience.
In today’s customer-centric world, information is key. But is your organisation set up to maximise its data and create compelling customer experiences?
There are two ways to think about data: How it’s used to make operational efficiencies, verses how it is used as insight, to help people who run the business make better decisions. To make smarter business decisions, you usually need richer data.
That means having joined up data, which requires siloes to be broken down. So many companies tell us their challenge is that they have a lot of siloed data, that might be relevant to the business but they have no way of connecting it at a customer level between different channels.
Or, that different groups of people have ownership of the data. Which begs the question, who owns the customer?
The experts in this field have been telling us it comes down to three key areas.
Know the customer. Data gathering tools measure things in individual channels, but it’s aggregating that and associating an insight into what the customer journey should be across channels.
Join the dots. Get out of the siloes, understand the insights and know how to use that as an asset.
Build trust. Make personalization relevant, supportive and non-threatening. Give customers control of their own data and transparency for what it will be used for. Show them the benefits.
Ultimately, enhancing the customer experience is all about looking at what you can do to make it easier, more cost-effective, more efficient and more engaging for your customer to be with you.
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