2#3 - Customer Experience (Nor)
September 06, 2022
Winfried Etzel VP Activities DAMA Norway
"Data is mainly used to create value for customers, both inside the company and outside!"
Customer centric is one of the great mantras in data at the time. I wanted to get to the bottom of what Customer Experience actually means. So, whom better to as then Leif Eric Fedheim, Customer Insights Manager at Elkjøp and one of the top 100 Data, Analytics and AI professionals in the Nordics?
We talked about the retail data quest, what we can learn from retain in other sectors and naturally the value of customer experience and insight.
Here are my key takeaways:
- Data has to be fast and easily accessible for the business, so they can use and consume data when they need it to make better decisions. This happens on a self-service basis.
- Make people aware how they can use, combine, and analyze data.
- Analysts and Scientists must be placed at the different business domains.
- Elkjøp is organizing towards a product-oriented organization.
- The data governance structure is organized towards freedom under responsibility. There are rules in place, but the creativity should not be hindered.
- Business critical data products are created and maintained centrally.
- Data privacy is important, especially when it comes to customer data.
- Privacy is an important element of good Customer experience.
- Are data savvy front runners setting the requirements of how we work with data?
- There are data science & analysis teams embedded in data savvy departments.
- Analysis should happen embedded in the business and involve the central data team in necessary.
- Lasting customer relations and a strong focus on customer experience across all channels are learnings from retail towards other industries.
- Omnichannel players need to find ways to connect the physical customer experience with the digital.
- Retail can learn from other sectors like banking and finance, that there is a need for explainable models - how to be transparent with your customers.
- How do we manage the gap between explain ability and performance?
- CX is about listening to the customer and use tools and data to better their experience.
- Digital stores make it easier to use data for better customer experience then in physical stores
- Quantitative analysis is about CX without directly involving the costumer.
- Qualitative is the opposite: the customer is actively involved to better his/her experience.
- Only 30-40% of CX is focus on the actual buy, the rest is moved before the point of decision and after a purchase.
- Correct and updated product information is vital before the purchase. You can support the decision process and idea phase through helpful articles and inspirational content at the right time at the right place.
- Natural Language Processing (NLP) for review data is a vital part to ensure good customer experience.
- Many have a way to go when it comes to self-service CX.
- You need to instrumentalize all your customer touchpoints to gain a reliable variant data foundation to ensure CX success.