This week I want to share a recent article that appeared on Forbes.com, which calls out the analytics industry as a catalyst for helping brands drive better customer engagement. According to a Forbes Insights survey referenced in the article, 74% of organizations that identify as early adopters of data-driven marketing programs also cite having achieved a competitive advantage in customer engagement.
Another study found that more than 59% of Americans see an improvement in their overall customer experience as a direct result of brands’ data-driven marketing efforts.
That being said, the Forbes piece acknowledges significant challenges for businesses, most of which have yet to tap the full potential of their data. In fact, about half of executives admit that their efforts to implement these types of programs are either lagging or siloed across their businesses.
Despite the increased emphasis on data-driven marketing, most organizations also admit a lack of training to help develop the relevant skills for these programs internally. Of course, that is where BroadSoft CC-One analytics and data science teams can help significantly.
The solution for these obstacles requires organizations to take a holistic approach towards their data, and leverage it across all departments within a company including the contact center – not just marketing. By integrating data across multiple business processes, new opportunities are created to not only gather more insights, but also put them to use.