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Getting the most from data: Using predictive analytics to power improvements to your customer experience

In the digital age, many brands are awash with data driven by an increasing number of customer interactions from places such as CRM databases, EPOS, customer contact platforms, survey feedback and social media conversations.

However, data and insight is of no value whatsoever unless it is used – and used in the right way. It should be used to improve the customer experience, customer loyalty and ultimately the bottom line. Therein lies the challenge – “I can see there are a few areas we need to improve on, but what should be fixed first and how much should I spend fixing it?”

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