Using Data for Your Customer’s Journey

Dateline: September 23, 2016

Welcome to our Friday WRAP – one thought-provoking idea to think about over the weekend.

Last week, this blog shared an article about using big data to create customer value.  This week, we continue on that theme by sharing another HBR blog about How One Company Used Data to Rethink the Customer Journey.  SAS executive, Adele Sweetwood told the story of the SAS customer journey and how they use big data to improve the customer experience.  She wrote,

Customers demand personal and relevant offers that come at the right time for them, not the company. The challenge is to better understand your customer data so that you can hone the timing and relevance of your message.

In sharing how SAS has used data to enhance the customer journey, she added,

Our analyses were extensive and resulted in some crucial changes in how we interacted with customers. Based on our customer data, we are better able to identify where the customer is at any point in their buying journey. For example, are they researching? Do they have an open sales opportunity and they are still deciding? Did they just buy something and are needing more information? Are they an existing user?

How can you use data to enhance your customer’s journey?

That’s a WRAP!  Have a wonderful weekend!


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