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More data doesn’t mean better data

Customer experience today is different because you engage across so many touch points – both online and offline.

The proliferation of channels – Google, Facebook, Twitter, YouTube, Instagram, Pinterest, SnapChat, WeChat … and services – Website, Mobile Apps, Email, Ecommerce, Retail POS …

Have created infinite touch points and a massive influx of customer interactions that only grows by the day, brands are overwhelmed.

But one thing to keep at the forefront as you navigate through how to better engage your customers – is that by the end of this year, you, as a brand will be competing on the basis of customer experience.

Personalisation drives customer experience, but it requires audience management.

Today, what happens to all the online and offline data you’re collecting and customer touch points you’re managing – across web, mobile, email, offline CRM, and ecommerce – that are currently sitting in other point solutions and databases?

Having disjointed data sets can mean the difference between a happy customer and losing a customer.

And between making money and wasting money.

Fragmented data directly impacts customer experience

For example, Jen sees an ad for a microwave you sell on Facebook. She goes online, researches the product and makes the purchase on your website. When she receives the microwave – it’s broken. So she reaches out to your brand on Twitter. Over the next three weeks she continues to be shown ads for a microwave she ALREADY PURCHASED that she’s not happy with.

From Facebook, to web, to a completed transaction, and then Twitter – you have all this information at your fingertips, yet Jen’s experience with your brand is not a good one.

More data doesn’t mean better data, if you can’t take meaningful action on the insights the data provides.

As a brand, how do you consolidate fragmented customer data so you can deliver more personalised marketing messages to the right audiences?