It all starts with data: knowing your customers to meet their expectations

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To make the Customer Experience more satisfying , so much so as to convince consumers not only to remain loyal but also to evangelize others, it is essential to know them in depth. To develop a broad and detailed knowledge of your target audience, so as to create personalized experiences, it is necessary to have access to the information assets, collected on all the touchpoints scattered along the funnel and through the channels controlled by the organization. In fact, every interaction between consumer and company produces data that the company can use to better understand its customers , to communicate with them more effectively, to formulate proposals even more in line with their desires and needs .

In this sense, data is a source of inestimable value . However, it is also a sri lanka whatsapp resource resource that is difficult to exploit , both because it is produced in enormous quantities and continues to grow exponentially as contact opportunities multiply, and because the urgency for the various departments, sales and marketing first and foremost, to promptly distinguish useful data from data that only causes “background noise” is becoming increasingly pressing . The low quality of data, its limited ability to produce significant insights , and the increasingly stringent restrictions on its use all represent critical issues on which the efforts of the most far-sighted companies will probably focus in the near future.

Until now, structured data (demographic, transactional and log data) have been used primarily to create customer profiles. However, to have a more precise overview of your audience, it is now necessary to include other types of data – those coming from social media, videos, sensors and RFID, geolocation, etc. To this information, organized through cross-channel methods , we must add the information that is produced during repetitive activities in the customer life cycle and that comes from contact history, reports and transaction summary documents. Likewise, it is no longer possible to ignore an updated assessment of the overall value of the customer and their profitability, the forecast of their future purchases and the analysis of their behavior.