CMO Perspectives (22nd July, 2015)

​Big Data is everywhere. It’s hard to open any kind of media these days without seeing at least one article on it. But how to use it effectively to further your marketing and customer experience goals is the biggest challenge. This week, we have a number of articles on how to use Big Data and other technologies to boost your CX game. 

Technology plays a crucial role in successful CX, but do you know what the best practices are for using big data to put the customer at the center of your organization? These tips include the use of personalization, the multi-channel approach, taking the pulse of the customer and customizing data organization for your sector. They are essential tools for any company to conquer, understand, and use big data effectively.

There are many reasons why B2B marketers should be paying more attention to predictive analytics and Big Data. Here are John Bara’s four tips to help you get on the Big Data train: 

  1. Predictive lead scoring drives greater value
  2. Pass only qualified leads to sales
  3. Move faster, close more deals
  4. Keep up with the competition

Read the whole post for more insight into his reasoning.

In this article, Annette Franz Gleneicki discusses how to make journey mapping worth your while, by making the results more actionable. She suggests going beyond the initial assumptive map phase, which focuses mainly on the customer’s experience of a given task. To do this, it’s imperative to add artifacts such as touchpoint data, customer data and feedback. By adding customer input to journey mapping, this makes the next phases of employee training and coaching more focused on the necessary changes. 

Acxiom has gathered five inspirational quotes aimed at shifting the way you look at customer recognition and insight. The quotes touch on issues such as remembering the importance of “customer-centricity” to the role of ethics and transparency in marketing and CX. A quick read and a great way to refocus on marketing essentials.  

We’ve often wondered why, in the era of social media, some companies thrive despite delivering consistent bad customer experiences. So no surprises then, that Roger Dooley writing in Forbes tackles this very question. He says that often, such companies enjoy a protected position such as a monopoly and just aren’t motivated to improve CX, even if executives might want to. You probably won’t be surprised to hear that telecom, internet providers and cable companies top the worst offenders list.  Dooley goes on to talk about how, despite the political and economic power of monopolies, consumers are fighting back and sometimes even winning. 
We hope you enjoyed this week’s CMO Perspectives, be sure to respond in the comments or tweet us @NICE_CX.