How can customer data and insights lead organisations towards customer-centricity?

  • The importance of knowing the customer has never been greater, especially when normal conditions of consumer contact are suspended or at least curtailed.

  • However, customer centricity cannot be achieved when any of the touchpoints along the customer journey are siloed.

Crucially, 50% of organisations still don’t have a holistic view of their customer, as data has been shared and stored across multiple sources and channels. Furthermore, currently less than 10% of organisations are using customer insights to improve their CX. e edge.
50% of organisations still don’t have a holistic view of their customer
Every organisation needs to ask itself how its data can be better unified, utilised and analysed to move forward and gain a competitive.

Gaining data and actionable insights about your customers’ needs and preferences in terms of products, services or even communication channels is only one part of the journey to centricity.


Feedback surveys can be implemented either by using IVRs (Interactive Voice Responses) in contact centres, on-site kiosks or personal calls to gain insights into the customers’ happiness and satisfaction levels and to provide the organisation with a better idea of how products and services can be improved.


Now you have great amounts of data, so what’s next?


Crucially, 50% of organisations still don’t have a holistic view of their customer, as data has been shared and stored across multiple sources and channels. Furthermore, currently, less than 10% of organisations are using customer insights to improve their CX edge.


We asked 4 CX experts their views on dealing with the explosion of customer data in 2020-21.

  • How is your organisation managing the sudden explosion in data?

  • Have you leveraged any new technologies?


1. Monalisa Watfa, Chief Experience Officer, Healthcare

“We have always been very data-focused so not much has changed in that regard. From a CX perspective, each quarter we issue tens of reports and support teams in identifying areas of improvement and working to address these. We keep an eye on the data throughout the month, studying trends, and reporting findings.”


2. Ryanne van der Eijk, Aviation & Government

“We are trying but it is hard. We do not always have the correct systems and processes in place, to correctly collect all the data, process it and use it in the future interaction with customers. We are investing time and money on CRM, AI however the results are not good enough yet.”


3. Gian Paolo Franzoni, Telecommunication

We were and we are dealing with a huge amount of data on daily basis. Telecom Industry leverages every possible technology to be efficient in data analysis with a high level of efficacy. Our CX strategy is 100% data-driven and honestly, I can't say we felt any surge in the amount of data availability. More on a general level, the experience in Telecom taught me that a company that is not basing its strategy on data, it's a company that is blind and deaf. This topic connects very well with what I stated before when speaking of future challenges.


One of the main pillars of Digital Transformation and Digital Experience is in fact the analysis and the proper understanding of available data, failing in acknowledging such pillars and failing to foster such culture can only lead to future failures.


To keep up with the different DT and CX roadmaps it's fundamental to be able to identify the gaps in data availability and rapidly fix such gaps otherwise, the risk of false readings is more of a sure thing rather than a "risk".


4. Olga Budieri, Senior Global Customer Experience Manager, Logistics

“We are transforming our core backend services, infrastructure scaleups, middle layers and experience management systems. This is tightly coupled with business capability and human capital transformation to leverage new insights and connectivity.”


The views and opinions expressed above form part of the CX Live State of the Market 2021 report. The views are those of the individuals themselves and do not represent the views of the organisations they represent. To download a copy of the report click here