Many companies lack the tools and expertise to conduct complex data analysis. A data-driven approach offers decided benefits. It entails transforming voluminous amounts of complex data, usually in the form of speech or Web application log files, into a visual representation of customer behavior, allowing for an analysis in a specific channel or across multiple channels. The data-driven approach comprises the following: 1. visibility into customer behavior, 2. segmentation analysis, 3. analytical decision making, and 4. cross-channel analysis. Adding a data-driven approach to analysis of the customer experience is critical to an effective relationship management strategy.
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