House of the Customer: What To Do With All Your Data

Welcome to the House of the Customer newsletter where I share insights and ideas for marketers who are building the personalized customer experiences of tomorrow. Links: Books | Podcast | Blog | Consulting

Featured Article

This article was originally written by Greg Kihlstr?m for TDWI . You can access the full article here.

Data, Data Everywhere, But Do You Know What To Do With It?

Disorganized data is one of the main barriers standing between today’s brands and success. When data is properly organized and accessible, companies can get ahead of their customer needs and drive them toward loyalty programs, which increase retention and customer lifetime value. Today’s brands, from retailers and restaurants to financial services and football teams, have more data than ever to work with, but they’re still failing to bridge the data gap between them and what their customers want. In fact, 77% of decision makers think they underutilize customer data.

Let’s look at how to untangle the web of data you currently have so you can connect data from many sources together and provide the seamless customer interactions you’ve long chased.

Set Data Goals

The first step is to set goals with your data in order to prioritize your efforts. It is likely your enterprise faces many potential challenges and roadblocks to an ideal scenario, but setting goals and prioritizing?them will help you get the highest return on your investment.

First, think realistically about what data-driven experiences and actions do you want to provide to your customers.?Instead of far-fetched ideas of what may be possible in five years or more, start by thinking about what may be possible in the next two or three years with some effort, but not so much effort that the initiative itself may become bogged down.

Map out what an ideal experience would look like?within these boundaries,?such as the content, offers, and other elements of the customer experience. Then define the platforms, processes, and data that would be needed at each stage to deliver that experience.

Identify what data you need to serve your customers.?Once you determine the types of content, offers, and experiences you want to provide to your customers, you can more easily assess the data needed to provide them. Using a customer journey map (where you step through a customer experience to better understand the actions, platforms, and data needed at each step) can help you provide an optimal experience.

Access the rest of the article here.

From The Agile Brand with Greg Kihlstr?m? Podcast

The award-winning podcast for marketing and CX leaders, and aspiring leaders:

353: Intrapreneurship with Greg Kihlstr?m and Co-Host Adam Chen, President at AmenityLinc

352: How DEI transforms organizations with Donald Thompson, The Diversity Movement

351: Addressing Agile Skepticism, with Daria Bagina, Founder of Scrum Mastered

350: It's Time for Digital Customer Service with Ragy Thomas, Founder & CEO at Sprinklr

Links: Books | Podcast | Blog | Consulting | Book Greg as a Speaker