Improving CX with Big Data

#DataTalkImproving Customer Experiences with Big Data

Join our #DataTalk on Thursdays at 5 p.m. ET
This week, we talked with Matt Seeley, President of Experian
Marketing Services, Mark Johnson, President and CEO of Loyalty
360, and Ginger Conlon, Editor-in-Chief of Direct Marketing News.
Our big data Twitter chats are hosted by our @ExperianDataLab.
Check out the resources and tweets from this chat:
ex.pn/custexp

How has big data changed the way
consumers engage with brands?

#DataTalk
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Mark Johnson
President & CEO, Loyalty 360
@MJohnsonLoyalty
The challenge of simplicity.
Brands are struggling with listening to
and understanding their customers.

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Matt Seeley
President, Experian Marketing Services
@mseeley6
It’s not so much that data has
changed the experience, but we have
seen a rise in channel proliferation.

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The web is awash with data --
from product specs to reviews --
buyers can use to inform their
purchase decisions.
Ginger Conlon
Editor-in-Chief, Direct Marketing News
@customeralchemy

#DataTalk
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Mark Johnson
@MJohnsonLoyalty
Brands want to create simplicity
in their engagement, yet data,
and disparate technology make it
“challenging” - lack of metrics.

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Buyers can learn more about brands
than ever before and may find a reason
to align with a brand.
Ginger Conlon
@customeralchemy

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Mark Johnson
@MJohnsonLoyalty
Brands are challenged in how
their technology providers are listening
to them. They feel disconnected.

Why is big data important for the
customer experience?

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Matt Seeley
@mseeley6
You don’t need every data point.
You need the data that works
at the right time for the right customer.

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Mark Johnson
@MJohnsonLoyalty
For every Amazon.com, there
are hundreds of brands who are not.
Analytics can be cold.
Humanizing it is challenging.

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Matt Seeley
@mseeley6
It’s the intelligence gleaned from
big data using technology that
puts the customer at the center.

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Jay Stocki
VP of Digital at Experian Marketing Services
@jstocki
80% of companies say they deliver
a great customer experience.
8% of customers agree with them.

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Ginger Conlon
@customeralchemy
Brands can learn specific
customers’ experiences/preferences
and aim to deliver on them.

How do brands define and think
about the customer experience?

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#DataTalk
Today’s brands have to consider
customer experiences across the
whole journey - not only one area.
Matt Seeley
@mseeley6

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#DataTalk
Brands want to make experiences
“personal” yet what is personal
is vastly different and the ability to
personalize is challenging.
Mark Johnson
@MJohnsonLoyalty

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#DataTalk
Focusing on channel, like a website
or email, is no longer enough.
Brands must think about the entire
customer journey.
Matt Seeley
@mseeley6

ex.pn/datatalk
#DataTalk
Too many brands equate customer
experience and service. The latter
is just one element of the former.
Ginger Conlon
@customeralchemy

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#DataTalk
Customer experience in marketing
includes relevance/timing of
communications, delivering on
brand pormise, etc.
Ginger Conlon
@customeralchemy

What is a brand’s greatest challenge
with creating intelligent customer
experiences?

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The biggest challenge is thinking
like their customer - empathy and
understanding.
Mark Johnson
@MJohnsonLoyalty

#DataTalk
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Globally, marketers now see
the lack of a single customer view
as their number one challenge.
Matt Seeley
@mseeley6

#DataTalk
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The biggest challenge is
getting a holistic view of customer data.
Ginger Conlon
@customeralchemy

#DataTalk
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Challenge is what technology.
Not everyone has Apple’s or
Amazon’s revenue to invest -
not the intellectual bandwidth.
Mark Johnson
@MJohnsonLoyalty

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Another challenge is organization
silos, lack of collaboration with
competing goals.
Ginger Conlon
@customeralchemy

What is the greatest opportunity for
big data innovation in the

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Contextual relevancy is one.
Consistency across channels is another.
Ginger Conlon
@customeralchemy

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The ability to create smarter
personalized experiences.
Matt Seeley
@mseeley6

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Contextual relevancy is one.
Yet, as we stated, opportunity
is to ID person across channels.
Mark Johnson
@MJohnsonLoyalty

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Sometimes you don’t need innovation;
sometimes you just need to get
the customer experience basics right.
Ginger Conlon
@customeralchemy

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Transforming the customer
experience into a natural
conversation between the customer
and brand.
Matt Seeley
@mseeley6

Have great customer experiences
always been data driven?

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#DataTalk
Mark Johnson
@MJohnsonLoyalty
Great experiences are not always
data driven. Experiences
are and should be natural.

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#DataTalk
Matt Seeley
@mseeley6
Brands create emotional connections
with people, but it’s data that allows
that connection to become essential.

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#DataTalk
Ginger Conlon
@customeralchemy
Many have been, because great
customer experience starts with
understanding specific customers.

How are sophisticated brands
approaching big data?

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Successful brands have one thing
in common; they continue to focus
on the customer.
Matt Seeley
@mseeley6

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There’s also great customer experience
that stems from understanding
people in general. Consider the
Tiffany blue box.
Ginger Conlon
@customeralchemy

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The most successful brands
pay attention to how customers interact
w/ their brand across various channels
and devices.
Matt Seeley
@mseeley6

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Brands that can discern their
unique customer opportunity
via listening and understanding
of how the customer experience leaders
are engaging.
Mark Johnson
@MJohnsonLoyalty

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Predictive analytics can help
us refocus marketing back on
the customer.
Matt Seeley
@mseeley6

How does a brand get started
leveraging big data to improve the

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#DataTalk
Mark Johnson
@MJohnsonLoyalty
Find the right customers - not all
the customers. Listen to them
and engage. Make it simple.

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#DataTalk
Ginger Conlon
@customeralchemy
One way is to use it to uncover
customer pain points. Prioritize
them. Resolve them.

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#DataTalk
Mark Johnson
@MJohnsonLoyalty
Brands need to understand what data
they have (too much), what they
want to do, and realize what they can do.
Start and then react.

ex.pn/datatalk
#DataTalk
Matt Seeley
@mseeley6
Build a data and tech
strategy around the customer.

Join our #DataTalk on Twitter
on Thursdays at 5 p.m. ET.
experian.com/datatalk

Improving CX with Big Data

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