June 14, 2017 | Eric Feinberg

Tap your customer data to improve customer satisfaction | CMSWire

Customer Data

The following article written by ForeSee Vice President of Marketing Eric Feinberg was first published on CMSWire.

Agile marketing strategies focus on making incremental progress through processes that require teams to execute faster and quickly adapt to change.

But choosing where to focus and identifying areas where change is required depends on ready access to customer information, when it’s needed.

Marketers who incorporate business insights from customer experience (CX) data into their agile strategies increase their chances of success.

Businesses have rich sources for CX data including customer-initiated surveys, session replays, text analytics from social media comments and reviews and much more. But often times they use this data sparingly or only for specific purposes.

5 Ways Customer Data Improves Your Organization

CX data should be moved to the forefront of any marketing initiative. Below are five reasons why leveraging CX data to a greater extent will improve every customer interaction, and by extension, your organization.

1. Connect the Dots

Pulling in CX data that’s meaningful and useful will require measuring the entire experience. In doing so, you’ll gain a much clearer picture of what’s happening, as well as how to fix it. If done correctly, you can also leverage CX data to see how the experience of one touchpoint can affect others.

For example, a retail brand’s GenX shoppers usually begin their journey via the mobile app but make purchases via the desktop website. Or what if you could discover the likelihood a customer will use a retail bank’s website as the primary resource for contact center support if they’ve successfully completed an intended task?

Imagine how useful these sorts of insights could be when planning marketing and sales initiatives.

Continue reading Eric’s entire article via CMSWire: Tap Your Customer Data to Improve Customer Satisfaction

About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

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