With consumers now expecting a seamless and personalised experience across all channels, it’s vital that companies have a strong customer experience strategy in order to compete.
This is where customer experience management (or CXM) comes in – the practice of using data and insight from customer interactions to improve the overall CX.
Marketers already have a vast amount of data at their fingertips, most commonly sourced from online analytics, customer surveys, email and CRM. But while this might tell us about customer behaviour and even help to highlight customer needs – it’s not always so easy to turn data into actionable insight.
