Data and Customer Experience Strategy

Chapter 5 of the Implementing a Customer Experience (CX) Strategy Best Practice Guide

The ability to provide excellent customer experiences remains a crucial brand differentiator. This chapter outlines the data platforms needed to deliver these experiences and support a CX strategy.

By Neil Perkin

12 minute read

The ability to provide excellent customer experiences remains a crucial differentiator for brands. This chapter looks at the data platforms marketers need to deliver these experiences and support their CX strategy. This chapter looks at the data platforms brands need to deliver excellent customer experiences, as well as how to gather insights about the customer journey, covering:

Data and technology: What software systems do businesses need to enable great customer experiences, and what features must they have? How can data be harnessed to gain a greater understanding of the customer?
Personalisation: The right data and tech stack can enable personalisation and delivery of creative at scale, but what are some points marketers should look out for?
Further insights: Beyond the qualitative data generated by marketing tech and social, what other channels of insight are open to marketers, and how can they be harnessed to optimise the customer experience?