It’s about bringing all of your data together—knowing where it is, having control over it, and removing silos—so you can really understand your customers in a deeper way. And then using that data very intentionally to create personalized experiences at scale.
A lot of brands still have data stored externally to their organization, maybe outsourced with different agencies, and for them to get it is complicated or expensive. And even internal to larger enterprises, data can still be very siloed by channel, whether it’s call center, retail, digital, etc...
When we say in house, it’s about bringing the data back under control of the brand, no longer “renting” your own data from another party. Regardless of where it sits, the goal is that you gain visibility, control, and ownership.
A brand might have a great view of their call center or digital data, for example, but if it’s not integrated with the retail data and all the other aspects of the experience, then it’s not a full picture of the customer. If you’re not bringing in the experience data or the sentiment data, you might be marketing to or triggering certain messages to that customer that might be completely irrelevant because you’re only looking at part of the story.
Today, more often than not, marketers are being held accountable for the growth story. And in order to do this, they must create an elevated and differentiated customer experience. When they realize that the data they need isn’t there, what we’re seeing—and what the research supports—is that brands have to take control of their data. They have to own it. And then they can layer on the right analytics to ultimately deliver on personalized human experiences, across all interaction channels.
To learn more about what it takes to compete and win on customer experience, check out the research.