The promise of Big Data is within reach if marketers and business managers can understand how to mine that data for insights that improve the customer experience, according to a white paper published by Allegiance.
The paper, entitled 'Achieving Customer Experience Leadership in the Era of Big Data' and written by Thomas Lacki Ph.D., found that most managers agree that businesses need to do a better job of building customer relationships. At the same time, they are sitting on a mountain of customer data, ranging from when, what and where customers buy to how they feel and what they say about a company's products.
According the paper, three key things are needed for businesses to successfully understand and act on customer data:
Categorised as: