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In his recent report, Getting Ahead in Customer Analytics: Which Technologies Do You Need to Succeed, Aberdeen Group’s Omer Minkara emphasized a key problem facing companies looking to improve customer experience: only 15% of companies indicate that they are “fully satisfied” with their ability to use data to manage customer expectations.

There are a host of data management challenges that the remaining 85% of companies are trying to overcome, as you can see in this table:

top_data_management_challenges

Interestingly, Omer’s research revealed that, while data quality is the top data management challenge cited, the highest hurdle for customer experience managers arises from the fact that they must work with data coming from different sources and residing in different systems.

Tear down the silos

Omer makes it quite clear that eliminating data silos and creating a unified view of customer data should be a top priority. The benefits of doing so are numerous and include improved efficiency and productivity (because employees don’t have waste time hunting for the information they need), as well as more consistent messaging to customers and higher customer satisfaction rates.

In other words, getting everyone on the same page data-wise is the smart play. So, to answer the question posed in the title of this post, ARE getting smarter about customer experience management?

The answer is, “Sort of,” as this chart shows:

smarter_customer_experience_management

Not to put too fine a point on it, but, if fewer than half of all companies enjoy and share a unified view of customer data across the organization, then the majority of companies have their work cut our for them.

What is to be done?

Omer’s report concludes with several recommendations for those companies that are looking to get smarter at customer experience management. These are, in a nutshell:

  • Capture employee feedback on challenges accessing and using data.
  • Map the customer data flow across the business.
  • Use technology to build a unified view of the customer journey.

If you would like to learn more about how the Best-in-Class are doing all of the above, and what mix of technology can help the most, check out the report (registration required if you are not yet an Aberdeen Community member – registration is free).

Image Source (Creative Commons): Lewis Minor.

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