Five reasons digital analytics is hindering customer experience
These days, an ever-increasing number of customer interactions are taking place over digital channels and every digital interaction offers an incredible source of customer intelligence for organisations to tap into.
By Tiffany Carpenter, Head of Customer Intelligence, SAS UK & Ireland
With every digital visit, customers leave a valuable trail of digital breadcrumbs. These breadcrumbs give organisations the ability to follow each individual customer journey and each customer’s experience along the way.
With every browse, click, like and share your customer creates their own digital footprint. And with their consent, brands can harness this rich source of data to anticipate and deliver on the needs of each individual customer, optimise each customer’s journey, and unlock new competitive value for the organisation.
Of course, this data must be treated as personal data and companies should provide comprehensive cookie notices to educate users on how they plan to use their personal data, on an opt-in basis.
But despite many customers still opting-in to share this data, organisations are struggling to tap into this readily available digital intelligence in a meaningful and effective way.
There are five recurring challenges that create barriers to unlocking the true value of digital data.
- Tagging is still the predominant method for digital analytics tools to capture data. Not only is there cost and time involved in creating, testing and deploying these tags but they need to be constantly updated; every time there’s a new area of interest or there’s changes to the website. This invariably leads to delays in campaigns, missing data and lost opportunities.
- Many digital analytics solutions focus on visits, page views, clicks and campaign triggers. The data collected is rarely at an individual customer level. This makes it really challenging to join digital data up with offline data from CRM or single customer view systems, where data needs to be held at individual customer level.
- Too many organisations are focused only on behavioural data – what a customer clicked on and what they saw, rather than experiential data. Experiential data could include what a customer didn’t see, what price they were quoted or what products were not in stock. Collecting behavioural data without experiential data often leads to an incomplete or misleading picture of cause and effect.
- The number of digital channels, technologies and techniques for measuring customer experience within those channels has exploded but the data and insight is held in siloes making it difficult to obtain a joined-up view of the customer experience.
- By the time data is extracted from the digital channels and analysed for insights, the customer has already completed their interaction. Organisations are still reporting on the past and unable to action data in real time to impact the customer experience ‘in the moment’.
Organisations leading the field in digital intelligence are opting for a single view of individual customer level behavioural and experiential data across digital channels that can be easily joined up to offline data, to gain a much deeper insight into the customer journey.
Being able to analyse data at this level of detail is enabling these organisations to go beyond the ‘what’ and ‘how’ of traditional digital analytics and answer the more valuable ‘who’ and ‘why’ questions. Who are my most and least valuable customers? Why do they behave as they do on my digital properties? What simple changes could I make to alter some of this behaviour?
By capturing granular, time-stamped customer level data from every digital interaction about everywhere your customer went, everything they did and didn’t do and everything they see and didn’t see, organisations can optimise their customer experience and create competitive advantage.