Creating Meaningful Data-driven Customer Journeys
To meet or exceed customers' expectations, you first need to have a deep understanding of what they are. You also need reliable data and analytics to keep up with frequent changes. Your peers agree with SAS findings showing that 49 percent of organizations plan to increase their customer analytics investments.
Download this SAS infographic to learn more about navigating the challenges of customer experience management.
Importance of Data Analytics in Customer Experience
Data analytics plays a crucial role in improving customer experience by providing organizations with the insights needed to anticipate customer needs. By integrating analytics into marketing and sales workflows, businesses can create a more satisfying customer journey and foster meaningful relationships with their customers.
Challenges in Customer Data Management
One of the top challenges organizations encounter in customer data management is compiling data from all touchpoints and channels, with 42% of organizations identifying this as a significant hurdle. Additionally, integration with customer-centric software and systems remains a major pain point, as 30% of organizations cite it as their primary challenge related to digital experience.
Investments in Customer Analytics
In the next 12 months, 33% of organizations plan to invest in customer analytics specifically to support GenAI use cases for customer experience. This focus on customer analytics is part of a broader trend, as it ranks among the top three areas for customer experience investment, reflecting the importance of data-driven insights in shaping customer journeys.
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