How leading businesses use customer analytics technology

By: Lisa Sigler

August 30, 2016

customer analytics

A recent report from Aberdeen Group highlights the role of customer analytics technology in providing a great customer experience.

The report, “Getting Ahead in Customer Analytics: Which Technologies Do You Need to Succeed,” breaks companies into two categories, based on their customer experience programs. The two groups are“Best-in-Class” and “All Others.” These two groups use customer analytics technology differently.

To start with, the report shows that most companies are using some sort of customer analytics technology. Both best-in-class and other companies use well-established tech like CRM, web reporting, and business intelligence tools.

However, things get more interesting when it comes to less widely-adopted solutions. Best-in-class companies have a much higher adoption rate of a number of customer analytics technologies, including:

  • Data quality and integration (86% more likely to use!)
  • Dashboards
  • Real-time reporting and alerting
  • Predictive analytics
  • Speech analytics

In addition, the report shows that best-in-class companies are using text analytics as part of their technology toolbox. They note that, “Use of text analytics helps companies uncover insights hidden behind customer-generated social media content.”

This is important because uncovering insights is a major problem for many companies. Aberdeen found that only 15% of businesses are fully satisfied with their ability to use data to manage customer expectations.

The disconnect between having data and using it comes from having too many silos. Data lives in different systems, and businesses have no strategy for combining it. However, customer analytics technology breaks down these divisions. You can examine, combine, and use the data all together.

That’s why businesses providing best-in-class customer experience are 20% more satisfied with their ability to make data-driven customer experience decisions. They use a wide range of customer analytics technology to support their CEM programs. Most of all, they use technology to put their data to work for their customers, and it helps their business.

Ready to become a “best-in-class” CX provider? Download the full Aberdeen Report below for more information about customer analytics technology.



Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value of technology to life. She currently works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.