Video produced by Steve Nathans-Kelly
At Data Summit Connect 2020, The AI-Powered Enterprise author and CEO of Earley Information Science, Seth Earley described how data can help organizations understand their customers' experience.
Full videos of Data Summit Connect 2020 presentations are available at www.dbta.com/DBTA-Downloads/WhitePapers.
"What's your customer journey? Every industry has different variations on this. Insurance is discovery awareness, consideration, purchase retention, average seat telecom, learn, buy, get, use, pay, support, manufacturing, and even within a company in these industries, there may be differences, right?" Earley asked. "These are generic journeys, but your customer journey may be different. And if you're a diversified manufacturer or conglomerate, where you have lots of different customers, you're going to have lots of different journeys and you have to build these out. We can understand and recognize that in each journey step, there are people and processes responsible for that."
At the learning stage, marketing is trying to draw people in so good search engine optimization is key, Earley explained. Next, people have to make a choice. Optimizing search and user experience is a good way to engage customers and keep them coming back for more.
"It's the same thing with purchase--the same thing with use, maintain, recommend. There are internal accountabilities and internal departments that are responsible for each of these things. Marketing is usually responsible for learn. Sales is responsible for buy, distributing, and so on. And then you have the processes that are supporting that. And then you have accountabilities," Earley said.
Companies need to take that metrics layer cake and turning it upside down, because it's important to evaluate each of these and how it releates to things like net promoter score or customer loyalty, or churn, or any of the things that are important that will be contributing factors to a successful strategic plan or executive or execution.
"So again, this is what's critically important. We want to understand each of these scorecards and each of these levels of metrics, because that's how we can track our contribution to the outcome. That's how we can build the capabilities. But again, when there's too much of a disconnect and people don't see the value we have to map it out," Earley said.