CX Network: Use Data Not Customer Feedback to Future Proof Your CX Strategy
LONDON, September 20, 2018 /PRNewswire/ --
In a recent interview with CX Network, Anna Metsäranta, Head of Automated Remote Customer Experience at Nordea said that using data to future proof your digital customer strategy is far more valuable than gathering qualitative customer feedback. She said that in order for companies to retain their competitive advantage and prepared their digital CX strategies fore the future, collecting detailed customer data is critical.
With the growth of the omnichannel customer experience, customers now have more opportunities than ever to provide feedback, but Metsäranta says that simply asking your customers what they want is no longer sufficient when planning your future CX as the customer isn't always fully aware of their own needs. Having a deep understanding of the customer through big data is critical to gaining a meaningful insight and predicting future customer behaviour.
"I like to approach things through data, because data analytics is more accurate than qualitative customer research. Running analytics on your current data can reveal information that customer cannot tell you, and automated tools such as data analytics solutions provide a huge amount of customer information," says Metsäranta.
When looking to utilise customer data to form the basis of a digital strategy, it is important not to look at a too broad spectrum of data, and having a deep understanding what certain data will be used for is critical to gaining a meaningful insight from the information.
"Certainly in the customer service area we keep a close eye on where our customers are and how are they contacting us, it is interesting to look at data on historical trends on how customers move between channels, and if you can understand why those changes are happening and for which segments of the customers you can build a much greater insight for the future," says Metsäranta
Anna Metsäranta, Head of Automated Customer Experience at Nordea will be speaking at our upcoming CX Transformation: Nordics Summit on the topic of 'Nordea's Virtual Assistant 'Nova': The Beginning of an AI Ecosystem' including a discussion of 'What's next? Being brave in the face of an automated future'. Download the full event agenda here: https://bit.ly/2MMkoBd
For more information or to reserve your place at this event call Olivia Timmins +44(0)207-036-1300 or email [email protected]
SOURCE CX Network
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