K
Kathleen Martin
Guest
The Four Ts of Integrating Data Management and Customer Experience
We’re now living in an era of hyper-personalized service. In exchange for sharing data, customers across industries now expect companies to take their activities, preferences, and histories with the company into account at every touchpoint to offer the most streamlined services possible. As such, having access to customer data is the key to avoiding pain points, resolving customer concerns, and delivering a top-of-the-line customer experience (CX). However, collecting, storing, and using customer data comes with its own set of complications.
The mismanagement of data is, understandably, a major concern for business leaders and consumers alike. With the seemingly constant barrage of news stories centered on data breaches and customer exposures, all eyes are on corporations that deal in consumer data. Misusing or mismanaging that data can spell disaster for businesses, as these kinds of missteps can permanently alter the public perception of a company’s trustworthiness and reliability. Unfortunately, these stories don’t go away; the association between a brand and a data breach can grow deep roots in the public consciousness and interfere with business-as-usual.
By rethinking the relationship between data management and CX processes, companies can streamline experiences, protect customer data, and build public trust without investing in new systems or security measures. Rather than operating separately, cybersecurity and CX teams can work together to do their part in protecting a company’s most valuable assets.
Bridging the gap
Traditionally, data management and CX teams have operated independently. It makes some sense: data is for IT and analytics teams, while CX teams deal with the human element. However, this approach fundamentally misses the primary function of CX: to give customers confidence in the brand. At the end of the day, service representatives and other external touchpoints are the only way customers interact with a brand. To most customers, they are the brand. If customers feel they can’t trust service professionals with their data, they can’t trust the company with that data. It’s that simple.
Luckily bridging the gap between data management procedures and CX processes isn’t as large of an undertaking as many business leaders believe. Instead of allowing these two elements to operate independently, companies should view proper data management procedures and good CX as two parts of the same whole. Customer service, security, and data teams can work collaboratively to manage data and customer experiences more effectively.
Continue reading: https://martechseries.com/mts-insights/guest-authors/integrating-cx-into-data-management/
We’re now living in an era of hyper-personalized service. In exchange for sharing data, customers across industries now expect companies to take their activities, preferences, and histories with the company into account at every touchpoint to offer the most streamlined services possible. As such, having access to customer data is the key to avoiding pain points, resolving customer concerns, and delivering a top-of-the-line customer experience (CX). However, collecting, storing, and using customer data comes with its own set of complications.
The mismanagement of data is, understandably, a major concern for business leaders and consumers alike. With the seemingly constant barrage of news stories centered on data breaches and customer exposures, all eyes are on corporations that deal in consumer data. Misusing or mismanaging that data can spell disaster for businesses, as these kinds of missteps can permanently alter the public perception of a company’s trustworthiness and reliability. Unfortunately, these stories don’t go away; the association between a brand and a data breach can grow deep roots in the public consciousness and interfere with business-as-usual.
By rethinking the relationship between data management and CX processes, companies can streamline experiences, protect customer data, and build public trust without investing in new systems or security measures. Rather than operating separately, cybersecurity and CX teams can work together to do their part in protecting a company’s most valuable assets.
Bridging the gap
Traditionally, data management and CX teams have operated independently. It makes some sense: data is for IT and analytics teams, while CX teams deal with the human element. However, this approach fundamentally misses the primary function of CX: to give customers confidence in the brand. At the end of the day, service representatives and other external touchpoints are the only way customers interact with a brand. To most customers, they are the brand. If customers feel they can’t trust service professionals with their data, they can’t trust the company with that data. It’s that simple.
Luckily bridging the gap between data management procedures and CX processes isn’t as large of an undertaking as many business leaders believe. Instead of allowing these two elements to operate independently, companies should view proper data management procedures and good CX as two parts of the same whole. Customer service, security, and data teams can work collaboratively to manage data and customer experiences more effectively.
Continue reading: https://martechseries.com/mts-insights/guest-authors/integrating-cx-into-data-management/
