Do you ever feel like you’re drinking marketing data from a fire hose when what you really need to improve customer experience is a narrow straw?
There are currently so many digital tools that enable all kinds of data to be captured — within CRM systems, analytics solutions and databases — that marketers can be overwhelmed trying to find a needle in the haystack. The result is that despite lots of investment in the latest technologies, they’re still not meeting their customer experience and revenue goals. In fact, in the 2017 "U.S. Customer Experience Index" report from Forrester, not one company studied in any industry reached a level of CX excellence.
Finding the CX Needle in the Haystack
So, what does it take to leverage all that data to improve the customer experience? It requires a data overhaul; effective analytics of that data and new AI-based tools to better engage with customers.
Read the full article on Target Marketing.