What is the role customer experience has in driving digital transformation projects? Most focus is on technology, but when it comes to the information that is derived from data – the story it tells about customer relations is priceless. ZD Net brought this information to our attention in their article, “CIOs juggling digital transformation pace, bad data, cloud lock-in and business alignment.

However, that data can only be helpful if the quality of the data is up to par. Just as high-quality, robust data is important to internal business operations like finance and human resources, it’s crucial to your customer-facing functions as well. To meet today’s best practices for voice of the customer insights, you need to be collecting and storing data from every interaction.

Data, quality data, like past purchases, cart contents, viewing history, loyalty program membership, demographics and even social media posts contains valuable information when analyzed.

Melody K. Smith

Sponsored by Data Harmony, a unit of Access Innovations, the world leader in indexing and making content findable.