The customer is an individual

A Customer must be viewed as an individual, not a segment or subset member and the only way to do this is through data connectivity.

‘We’re overloaded with data. There are so many different types of data (big, small, smart) that it can be hard to know where to begin. “Big data” is a popular buzzword but what’s actually important is that the data is used to ensure a better experience for the customer. Having all this data is actually no use if it’s not connected properly. It’s like having a huge jigsaw with a picture of a beautiful rainbow on it. You know it’s a rainbow because it says so on the front of the box. All the individual pieces are colourful and beautiful to look at independently but they don’t quite make sense unless they’re connected up to the other pieces. This is what customer experience data is like.’

To read more of this article, click here