Omni-Source Data: The Ingredients for CX Success

By: Lisa Sigler

October 1, 2015

CEM Programs
Customer Engagement
customer experience
customer experience management
Customer Feedback

Customer experience management is like cooking. If I have eggs and butter in my kitchen, I can make a fried egg. If I have eggs and butter and also flour, salt, milk, baking powder, vanilla, and lots of sugar, I can make a cake.

Eggs are good—but adding more ingredients gives me something much more sophisticated and appealing. (I mean, come on, it’s cake!)

CEM is just like that. Analyzing and acting on one or two sources of data is a great start, and is very valuable for your business. But the more data you have, and the more sources you take advantage of, the more sophisticated your view becomes. An omni-source approach lets you understand your customers better and use your data in more ways.

Here are three delicious examples of what you can do when you analyze data from multiple sources all together:

Validate your CX program: An industrial product manufacturer was new to the idea of using Natural Language Processing on unstructured data to lead to business decisions. Leaders within the company thought unstructured data would be too “soft” and qualitative. The CX team paired the unstructured data with the revenue and sales figures that the executives were used to, and watched the room “light up.” The execs suddenly understood the value of using text analytics and sentiment analysis to uncover what was driving the numbers.

Benchmark against the competition: A national retailer uses data from multiple sources to monitor customer sentiment not only about their own brands but also about their competitors. They are able to compare product reviews from their own site to third-party review sites, social media channels, call center data, and point of sale information to find out how their products are being discussed online.

Find solutions to customer problems: A major business services firm collects data from many different sources at many different times. Some types of data are reoccurring daily, monthly, and annually. They look at several different kinds of surveys as well as call center data and feedback from their associates. They discover that the Voice of the Employee data often turns out to be the source of ideas for fixing the problems identified in the customer data.

Digging deeply into one source of data is always going to be an important component of a good customer analytics practice.  And, of course, the ability to segment and filter data is incredibly powerful. But true omni-source analysis—having all of the data from all sources, all in one place, analyzed together—well, that’s cake.

If this has whet your appetite, get more examples of the benefits of omni-source analysis with our research report, What Your Structured Data Isn’t Telling You.