Analytics can tell us a great deal about how your customers are responding to messaging, how they are interacting on the web site, how they consider your products and services, how well they are being served by your support organization. In fact, they leave a trail of data everywhere they go and everyplace they have contact with the enterprise. This “Digital Body Language” tells the organization everything it needs to know about customer wants and needs – all you need to do is collect and learn to read the data. Of course, this is a non-trivial task and requires a number of pieces to fall into place – from customer master data to harmonization of marketing systems and processes. There are hundreds of systems on the market that are part of the customer engagement and customer analytics ecosystem in addition to new approaches for integrating structured and unstructured information sources. At the heart of these systems and processes are well curated and defined data sources and a core enterprise architecture for rationalizing these sources.
In Roundtable on customer analytics, we will discuss a range of topics from governance and organizational maturity to ways to identify meaningful gaps in the technology stack and make sense of the customer engagement application ecosystem.