Today, businesses can collect data along every point of the customer journey. This information might include mobile app usage, digital clicks, interactions on social media and more, all contributing to a data fingerprint that is completely unique to its owner. However, at some point not too long ago, the thought of customers sharing information such as what time they woke up, what they ate for breakfast, or where they went on holiday, would have been a bizarre consideration to say the least.
Customer social norms have certainly changed and as a result, expectations have escalated. This blog will outline five examples of benefits that businesses can reap from data and analytics in terms of driving positive outcomes for their own business and their customers, while still maintaining and facilitating the highest level of data protection.
Organisations are increasingly under competitive pressure to not only acquire customers but also understand their customers’ needs to be able to optimise customer experience and develop longstanding relationships. By sharing their data and allowing relaxed privacy in its use, customers expect companies to know them, form relevant interactions, and provide a seamless experience across all touch points.