{"id":3987,"date":"2022-01-18T20:09:04","date_gmt":"2022-01-18T20:09:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/18\/why-data-driven-decision-making-is-the-foundation-of-successful-cx\/"},"modified":"2022-01-18T20:09:04","modified_gmt":"2022-01-18T20:09:04","slug":"why-data-driven-decision-making-is-the-foundation-of-successful-cx","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/18\/why-data-driven-decision-making-is-the-foundation-of-successful-cx\/","title":{"rendered":"Why data-driven decision-making is the foundation of successful CX"},"content":{"rendered":"

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Without actionable data, customer experience strategies are doomed to fail. Lisa Loftis, Principal of Customer Intelligence Solutions at SAS, discussed some interesting CX findings from Futurum Research in her presentation at our MarTech conference<\/a>.<\/p>\n

\u201cOne of their most significant findings was that the future of CX is in real-time data collection analysis and being able to tune these activities so that you can proactively meet and exceed customer requirements,\u201d she said.<\/p>\n

She added, \u201cIn our philosophy, data does not change the organization \u2014 decisions do.\u201d<\/p>\n

Marketers have a responsibility to add more data into their decision-making processes, especially given the technologies available. Marketing automation platforms have made decision-making more effective by streamlining tasks that used to take up much of marketers\u2019 time.<\/p>\n

\u201cAutomating decisions is not a new focus for marketers and CX leaders,\u201d she said. \u201cThe issue is that the pandemic-induced digital behaviors that we\u2019ve been talking about have ratcheted up the importance of automating decisions in CX.\u201d<\/p>\n

Here are some reasons why successful CX strategies require data-driven decision-making.<\/p>\n

Data adds customer context<\/h2>\n

Data drawn from analytics and CRM systems can provide marketers with much-needed context to make better campaign decisions. What\u2019s more, these tools can create the foundation brands need to automate these choices going forward.<\/p>\n

\u201cYou can begin to understand how relevant the company is to the customer,\u201d Loftis said. \u201cDo they have products? Do you have products that they want or need and how do they feel about their past interactions with you? This information falls almost exclusively in the CRM category, and it can be used to understand things like segment behavior and offer personalization.\u201d<\/p>\n