Improve Customer Experiences With Big Data #DataTalk

#DataTalk Improving Customer Experiences with Big Data

http://www.experian.com/blogs/news/about/datadriven/

Join our #DataTalk on Thursdays at 5 p.m. ET

This week, we talked with Matt Seeley, President of Experian Marketing Services, Mark Johnson, President and CEO of Loyalty 360, and Ginger Conlon, Editor-in-Chief of Direct Marketing News. Our big data Twitter chats are hosted by our @ExperianDataLab.

Check out the resources and tweets from this chat:

ex.pn/custexp

http://ex.pn/scientist

How has big data changed the way consumers engage with brands?

#DataTalkex.pn/datatalk

Mark JohnsonPresident & CEO, Loyalty 360@MJohnsonLoyalty

The challenge of simplicity.Brands are struggling with listening to

and understanding their customers.


Matt SeeleyPresident, Experian Marketing Services @mseeley6

It’s not so much that data haschanged the experience, but we haveseen a rise in channel proliferation.


The web is awash with data -- from product specs to reviews --

buyers can use to inform their purchase decisions.

Ginger ConlonEditor-in-Chief, Direct Marketing News@customeralchemy



Brands want to create simplicityin their engagement, yet data,

and disparate technology make it“challenging” - lack of metrics.


Buyers can learn more about brandsthan ever before and may find a reason

to align with a brand.




Brands are challenged in howtheir technology providers are listening

to them. They feel disconnected.

Why is big data important for the customer experience?



You don’t need every data point.You need the data that works

at the right time for the right customer.



For every Amazon.com, thereare hundreds of brands who are not.

Analytics can be cold.Humanizing it is challenging.



It’s the intelligence gleaned frombig data using technology that

puts the customer at the center.


Jay StockiVP of Digital at Experian Marketing Services@jstocki

80% of companies say they delivera great customer experience.

8% of customers agree with them.



Brands can learn specificcustomers’ experiences/preferences

and aim to deliver on them.

How do brands define and thinkabout the customer experience?

ex.pn/datatalk#DataTalk

Today’s brands have to considercustomer experiences across thewhole journey - not only one area.



Brands want to make experiences“personal” yet what is personal

is vastly different and the ability topersonalize is challenging.



Focusing on channel, like a websiteor email, is no longer enough.

Brands must think about the entirecustomer journey.



Too many brands equate customerexperience and service. The latteris just one element of the former.



Customer experience in marketingincludes relevance/timing of

communications, delivering on brand pormise, etc.


What is a brand’s greatest challenge with creating intelligent customer

experiences?


The biggest challenge is thinkinglike their customer - empathy and

understanding.



Globally, marketers now seethe lack of a single customer view

as their number one challenge.



The biggest challenge is getting a holistic view of customer data.



Challenge is what technology.Not everyone has Apple’s orAmazon’s revenue to invest - not the intellectual bandwidth.



Another challenge is organizationsilos, lack of collaboration with

competing goals.


What is the greatest opportunity for big data innovation in the

customer experience?


Contextual relevancy is one.Consistency across channels is another.



The ability to create smarterpersonalized experiences.



Contextual relevancy is one.Yet, as we stated, opportunity

is to ID person across channels.



Sometimes you don’t need innovation;sometimes you just need to get

the customer experience basics right.



Transforming the customerexperience into a natural

conversation between the customer and brand.


Have great customer experiences always been data driven?



Great experiences are not alwaysdata driven. Experiencesare and should be natural.



Brands create emotional connectionswith people, but it’s data that allowsthat connection to become essential.



Many have been, because greatcustomer experience starts with

understanding specific customers.

How are sophisticated brands approaching big data?


Successful brands have one thingin common; they continue to focus

on the customer.



There’s also great customer experiencethat stems from understandingpeople in general. Consider the

Tiffany blue box.



The most successful brandspay attention to how customers interactw/ their brand across various channels

and devices.



Brands that can discern theirunique customer opportunity

via listening and understandingof how the customer experience leaders

are engaging.



Predictive analytics can helpus refocus marketing back on

the customer.


How does a brand get started leveraging big data to improve the

customer experience?



Find the right customers - not allthe customers. Listen to themand engage. Make it simple.



One way is to use it to uncovercustomer pain points. Prioritize

them. Resolve them.



Brands need to understand what datathey have (too much), what they

want to do, and realize what they can do.Start and then react.



Build a data and techstrategy around the customer.

Join our #DataTalk on Twitter on Thursdays at 5 p.m. ET.

experian.com/datatalk

http://www.experian.com/blogs/news/about/datadriven/

http://experian.com/datatalk

Data & Analytics

Improve Customer Experiences With Big Data #DataTalk