As you might have noticed, it’s much easier to collect data than it is to create value from it. Getting consent from a customer to use their data is not hard, however it’s unbelievably difficult to translate insights from data into actionable next steps and do this at scale.

Many organizations lack the technical infrastructure to store, secure and manage all of their customers’ data. On top of that most don’t have the budget to hire teams of experts for interpretation and analysis. Others, on the other hand, are so overwhelmed by data and ignore the potential altogether by not investing any time or resources at all.

Our advice would be to start small. After all, it’s not about the size of your data, but what you do with it that counts. Start with your business objective and key questions you’re trying to answer. Look at what kind of data you need to collect to answer those questions and which data is already available. Work from there to set up a solid data strategy that uses relevant and quality data to improve your CX.

We often compare creating a data-driven organization with building a house. Before you start laying the bricks, you have to make sure you have a strong foundation, suitable to build on. If the foundation is not right, your roof will start leaking, the walls will start cracking and eventually there will be a lot of painful fixes to be made further down the line.

Data plays a crucial role in your CX and helps you understand the wants and needs of your customers. It’s time to use data more effectively to improve and tailor your customer journeys - otherwise what’s the point of collecting it all?

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