Improving Customer Experience with Big and Small Data
Delivering on customer experience should be a business’s top priority. To do that though companies need to understand their customers. While almost every company will claim to have a customer experience strategy in place, how many of those strategies are actually effective? Despite access to the large amounts of customer data, only a very small percentage of businesses understand why their customers do what they do.
” The biggest drivers for purchase, loyalty and advocacy are how a customer thinks and feels about a brand, resulting in positive business outcomes.”
With that being said, without understanding how customers think, feel and act, how are businesses able to appropriately deliver on their customer experience to have positive outcomes?
One of the biggest opportunities and challenges is analyzing big data. While big data can bring forth insight into potential leads and opportunities and bring forth understanding, it can also bring about challenges. Learning how to interpret big data and manage big data is where thing’s get a little tough.
With all the hype around big data, the benefit of small data is often forgotten. It is shown that utilizing both small and big data in combination is the best way to understand your customers. Incorporating both big data and small data can be the key to identifying customer wants and needs and utilizing that to create an optimal customer experience.
Keep in mind though, integrating the two is no easy task. The biggest hindrances being, data silos, inconsistent data collection, inadequate data management systems, legacy systems, and data standardization issues.
Here are some tips to overcome these challenges:
- Utilize small and big data methodologies
- Ensure consistency of data collection, and provide the appropriate data management systems
- Equip yourself with the necessary tools and analytical skills