"In times gone by, customer experience consisted of static, one-dimensional encounters. Now, thanks to big data and related organisational innovation, customer experiences are rich interchanges between customers and the organisations with which they choose to do business."
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"The benefits of data-driven CX are wide-ranging. The most often-cited benefit among executives is having a greater ability to target and optimise for specific customers (57%), as well as achieving consistency across various channels. A majority, 51%, also credit data-driven CX with delivering greater context across the various channels, and close to half also cite an enhanced ability to predict customer requirements. A substantial portion of executives, 41%, say insights from data analytics enable them to coordinate treatments, tactics and others across limited touch points, generally in batch and outbound campaigns."
Source: Copyright © SAS Institute Inc.