After defining and clarifying the many types and sources of CX-related data (e.g., contextual, behavioral, demographic and social), I delve into the problem, which isn’t gathering data, but rather being able to use the data we have. In the research study we commissioned Forrester Consulting to conduct earlier this year, survey respondents said that data management was the top technology they’d like to be able to integrate with their digital experience platform. (Note: When asking about data management, we included master data management, ETL and data virtualization, since different organizations use different tools and methodologies for enterprise data management.)
And yet, eMarketer reports that a full 96 percent of companies cannot unify the data they have, and 60 percent can’t personalize CX due to fragmented customer data. That’s pretty overwhelming.
I see two reasons for companies’ inability to adequately harness data for CX purpsoses: lack of master data management (MDM) and limitations of existing digital experience delivery (DXD) tools. The former is fixable with a variety of available MDM tools on the market. The latter is a particular impediment, though, because there are few paths around data integration limitations in the DXD market, and it will take some time for vendors to remedy the situation (if they even choose to try). The reason is because most digital experience software are designed to use a very limited amount of available data since they are focused on marketing to personas – the unknown potential customer – rather than the known existing customer (i.e. the person).
To read my advice for closing your data gaps for improved CX personalization capabilities, click through to CMSWire to read the full article.
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