Data Driven CX is THE podcast, where you learn all about Data Driven Customer Experience. For leaders in Marketing, CX, Digital, Data, Information and IT who want to learn more on HOW to make use of data to successfully engage with customers and transform CX in their organizations. In this podcast, the fundamentals of Data Driven CX are explored in conversations with industry thought leaders and successful business leaders. You learn trends, industry standards, how to tackle challenges, practical tips and best practices on: 1. Connecting customer data to make better CX decisions; 2. Creating Trusted data by making the process transparent; 3. Experimenting and innovating based on data; 4. Turning data into Actionable insights; 5. Driving Adoption of a data culture and new technologies to support it. The host of this Informatica podcast is Nienke Bloem CCXP, global expert in CX who interviews thought leaders, experts, and business partners, to dive into the world of data driven CX.
https://www.informatica.com
episode 6: With Guest Theo van der Steen, CEO at Underlined and Guest Lecturer at the Jheronimus Academy of Data Science
Our guest in this episode of the Data Driven CX podcast series is Theo van der Steen, CEO at Underlined and Guest Lecturer at the Jheronimus Academy of Data Science.
Theo outlines three trends in CX:
- The customer contact center is changing and voice data can increasingly be used to gain insights, in addition to traditional data sources
- Digital transformation is not only about web clicks, there are interactions and person-to-person conversations on multiple digital platforms
- Virtual reality or augmented reality is starting to appear in a brand context
Nienke and Theo also discuss the metrics. NPS alone is not enough anymore. Other business metrics are increasingly important to the CX professional and can require new data sources that have not been brought together before.
A more holistic view on CX allows those new metrics to be tracked, and brings it all together for the customer, supporting the customer journey and the whole customer lifecycle (in a previous episode we talk about the ‘business of experience’ going wider than traditional CX).
But it’s not only about the data. It needs to be coupled with qualitative research and the art of understanding CX and how it can best be deployed in an organization.
In this episode, you will also get some very practical advice such as an insight framework, and you will hear some real-life examples from e.g. Schiphol airport.
Some resources to learn more:
Intersection of data, AI and CX video
Informatica CX solutions web page
Informatica Customer Data Platform (CDP) web page
Redefining Modern Master Data Management in the Cloud e-book
Customer Success Story Jardine Motors Group
Connect with Theo on Linkedin
Underlined website