When it Comes to Customer Data, You Are Richer Than You Think
Most organizations think they don’t use customer data effectively. To an extent, they are right. 88% of customer data is not used in most organizations. That’s a staggering statistic. It’s also an intimidating one. Those same orgs think that they have a huge hill to clime – that they are so far away from that 88%, let alone doing advanced predictive analytics on that data. That can lead to the no-win situation – they believe that only a big-bang approach can work, and they never do it because the project is conceived to be extremely large.
But most organizations are richer than they think. The 88% of unused customer data is within their grasp. It’s inside their own organization – webchat logs and browsing history, call transcripts, unstructured notes in their applications. Social media data can be easily obtained. And making sense of all that data is now possible with pre-built systems that manage customer intelligence – ingest raw data, understand it, and synthesize it into customer profiles. And while advanced analytics should remain an objective, most orgs can reap tremendous benefit from data enrichment and analytics to generate customer intelligence – for example, understanding the customer journey across all channels (internal and external such as social media), determining relationship networks of customers and influencer scores, and understanding life events and when they will happen. These new breed of systems can augment existing systems – structured data systems such as Master Data Management and Data Warehouses, and unstructured ones such as unmanaged data lakes.
InfoTrellis’ AllSight addresses this challenge and delivers actionable customer data enrichment. A journey starts with a single step. Learn how to achieve greater customer intelligence, and how to start with understanding and enriching data on a portion of the 88% of unused customer data.