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Customer Experience

Making sense of CX data


Why it’s time to start transitioning from ‘what happened?’ to ‘what should I do?’...

Person using a smartphone and laptop

At our recent Sabio Executive Forum, we discussed how organisations could start to derive more value from the multiple datasets already available across their customer journeys.

With contributions from C-level executives representing the insurance, retail, travel, IT services and outsourcing sectors, there was a clear recognition of the untapped value just sitting there waiting to be exploited. Many felt that initial enthusiasm to embrace discrete Machine Learning or AI-led projects to make use of these large but discrete data sets showed some real promise, but there was a consensus that the real value lies in linking together data siloes that exist across the entire customer journey.

That’s why it’s essential that we understand not just where we’re starting from when it comes to CX insight management, but also where we’re heading.

While most customer contact operations already collect data from digital, self-service and human assisted call centre interactions, very few are linking this data to the actual ‘outcomes’ identified from web chat, virtual assistants, speech analytics or customer feedback. Linking these siloes together unlocks the opportunity for predictive analytics (What will happen?) and even prescriptive analytics (What should I do?), which can then be applied to optimise the customer journey across areas such as proactive contact, targeting, routing, forecasting and coaching.

What’s clear is that current customer journey initiatives still have some way to go to move beyond simply collecting data and optimising single touch points. Often referred to as Customer Journey Analytics, the focus needs to be on linking multiple datasets – coupled with in-depth insights and predictions – to achieve more valuable outcomes. Better outcomes include reducing bad demand by identifying process and experience improvements, improving sales performance or tracking and predicting the business impact of CSAT.

Our focus at Sabio is to help our clients stay ahead of the game by using technology to link and extract value from CX data siloes to create a clear, end to end view of customer behaviour. This is the crucial next step in unlocking the next wave of benefits from your digital transformation initiatives.

We’ll be discussing key issues around data insight and how it can be used to reshape the customer journey at our DISRUPT CX 2019 event in London on the 24th of April.

Stuart Dorman can be contacted at [email protected]


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