Delivering better customer experience through data and analytics

  • Account team engagement with customer contacts
  • Changes to key contact records
  1. Leverage all available datasets to create powerful dashboards both for internal use as well as sharing with customers
  2. Derive new insights from automated triggers to drive Customer Success actions
  3. Power advanced customer analytics and perhaps monetize them
  4. Marry behavioral and contextual data to create advanced analytics
  • Customer records are available in different systems where they can be queried (for example, CRM and Helpdesk data sets)
  • Customer data can be combined from available data sources into a single system such that normalized customer records can be accessed and queried programmatically (for example, combining the data sets in a data warehouse or some similar service)
  • Composite records are leveraged to influence customer engagement
  • Aggregated customer data is mapped against the customer journey and the lifecycle stages (for example, in a business intelligence system)
  • Customer analytics are available at scale
  • Ability to programmatically identify next actions for Customer Success professionals based on the combined customer data records (business intelligence systems combined with workflow automation)
  • Customer experience is personalized based on data-driven customer personas
  • Customer data sets compared against a benchmark to assess and drive towards ideal performance
  • Customized customer-facing analytics available as an offering; potentially monetized
  • Customer access to data and analytics available via API
  1. Build a starting vision and a strategic plan for a single source of truth to overcome data silos
  • Identify all your relevant data sources; select the critical ones your company and users need to leverage
  • Develop a vision to combine these data sources into one single source of truth
  • Relentlessly manage towards refining this source of truth
  • Without data standardization, organization data remains messy, which impacts reliability and confidence and prevents the creation of a unified customer experience
  • Invest in a Customer Data Platform (CDP) to create data governance, trust, and efficiency
  • Provide a foundational customer data platform that allows the company to collect first-party data from sources like their website, mobile apps, customer interactions and enable other integrated systems to access the data via data warehouse connections
  • Without this investment, the view of a customer will remain fragmented
  • Let the analytics consumers help drive further refinement and investment in the framework by articulating their requirements and bring the voice of the customer to bear on the development
  • Measure the impact of analytics offerings on your key metrics

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Eraj Siddiqui

Eraj Siddiqui

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