Data Integration Is Vital to Customer Experience

Data Integration Is Vital to Customer ExperienceData Integration Is Vital to Customer Experience

Most surveyed organizations revealed their data is not highly integrated as it moves throughout key customer channels such as the Web, smartphones and mobile devices.

 

Enlightening EffortEnlightening Effort

58% of survey respondents said their organization is using metrics to measure the impact/success rates of customer engagement, and an additional 37% said their company is working on doing so.

 

Inside OutInside Out

61% said their company has created databases or data warehouses that integrate both internal and external sources of data across apps and channels, and an additional 34% said their organization is working on this.

 

Big(ger) DataBig(ger) Data

79% said the amount of data made available about the customer experience has increased by at least 10% over the past year, and 13% said it’s increased by more than 50% within this time.

 

Game-ChangerGame-Changer

90% said their organization’s use of data analytics has created a noticeable shift in its ability to deliver a superior customer experience, and 29% described this shift as “significant.”

 

Wide PerspectiveWide Perspective

65% said their organization has a view of at least half of all customer interactions, transactions and requests.

 

Most Highly Visible Customer Experience Data SourcesMost Highly Visible Customer Experience Data Sources

Emails: 80%, Purchase/transaction histories: 78%, Web visits: 77%

 

Deep KnowledgeDeep Knowledge

57% said their organization’s execs understand the importance of enterprise-level data analytics in supporting brand/customer-focused initiatives “extremely well.”

 

Exclusive Club, Part IExclusive Club, Part I

Just 36% said their organization’s data as it moves throughout key customer channels (such as the web, smartphones, mobile devices, etc.) is highly integrated, with all channels sharing the same information in real time.

 

Exclusive Club, Part IIExclusive Club, Part II

Just 14% said their company’s customer data is cross-functional, with fully synchronized “data stores” to support a full range of marketing analysis, campaign management, real-time processing, query “sandboxes” and business-intelligence reporting.

 

Biggest Benefits of Data AnalyticsBiggest Benefits of Data Analytics

Faster decision-making: 62%, Better insights/common enterprise view of customers: 51%, More confident decision-making on part of managers and employees: 49%, Greater customer engagement: 49%, Increased sales/revenues: 47%

 

Top Customer Experience ChallengesTop Customer Experience Challenges

Service requests requiring lots of follow-up: 34%, Processes not fully covered by IT systems: 29%, Integration of channel experiences: 27%

Dennis McCafferty
Dennis McCafferty is a contributor to CIO Insight. He covers topics such as IT leadership, IT strategy, collaboration, and IT for businesses.

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