How to Adapt to New Technology and Gain a Holistic View of Your Customer

Many organizations are sold on the fact that a tool can solve all of their data collection issues, but these tools usually aren’t easy to implement.

Organizations need to take into account not only the cost of the tool, but also any onboarding, training, ongoing maintenance, and staff-related costs.

Since these tools require customization and an intricate architecture, you’ll also need a team with the right skill set to make the tool successful.

Break off internal silos.

You’ve heard the phrase, “Teamwork makes the dream work.

” This also stands true for your analytics practice.

To keep up with all these new digital touchpoints and the data that comes from them, you’ll need everyone in your organization working in sync.

There are two approaches you can take in getting this accomplished: the bottom-up approach and the top-down approach.

With the bottom-up approach, teams come to realize they need to start sharing the data they have to achieve business outcomes.

It’s essential to break down those silos and make the data usable for multiple people in their organization, which can include proper data governance and cataloging.

It needs to be structured so that analysts and data services can use that data.

With the top-down approach, you need to secure executive sponsorship.

Build your case on why you need the support and resources to make change.

When presenting to executives, try leading with why adapting to new technologies provides value to your business.

If you’re thinking about choosing one of these approaches over the other, the bottom-up approach can give you strong results, but using both approaches together is the best way to pull off adapting to new technology and gaining the customer view you need.

Look at the customer journey from end to end.

 Even some of the most mature organizations can have a narrow view of their customer journey, especially if there is an overwhelming amount of data from various technologies.

If you focus on optimizing only one digital touchpoint, you’ll miss gaining the insights you need to optimize the entire customer experience.

For example, by analyzing just your checkout process, you may have data that reflects your conversation rate, but that won’t give you any answers on why those numbers might fluctuate.

Instead, you need to understand how customers get to checkout in the first place and any pain points they may experience.

Start by working backward and analyzing the user journey from start to finish.

If you focus on tracing a unified thread through an analysis of acquisition, behavior, and outcomes, you’ll be on the path toward eliminating isolated product analyses.

The data from these digital experiences, combined with the proper analysis, can give you the whole story of the customer journey from end to end.

Summary Our lives are increasingly digital, and the trend of new technology being used by businesses around the world isn’t slowing down any time soon.

Some industries are ahead of the game when incorporating new technology, but that doesn’t mean organizations are properly collecting data from their digital touchpoints.

If data integrity is lacking, so will the quality of your insights.

That is why it is critical to adapt and implement data management strategies that ensure an optimal customer experience for your digital properties.

However, this endeavour is not easy.

You have to invest in resources, infrastructures, and new processes to get a holistic customer view of the data coming from your digital touchpoints.

If you’re even remotely thinking about how to keep up with this influx of data from new technologies, chances are, your competitors are thinking about it too.

In fact, they may be ten steps ahead of you.

Urgency is high here.

Companies have realized the importance of data and how using data can optimize customer experiences for their digital properties.

If you want to keep up with the competition, and eventually surpass them, it’s time to start using the power of data to your advantage to build a better user experience.

And with that better user experience, uncovering additional revenue is on the horizon.

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