Using Data to Create Outcome-Based Customer Experiences

The aim of this research paper is to better understand how the data influences outcome-based, optimized customer experiences and help identify best practices for using data and analytics to design and deliver consistent, desirable customer experiences. We interviewed more than 30 marketing leaders with experience in customer-facing projects or data management (or both) and asked questions about how to use data to enable better customer experiences.

The result is a framework for moving from a transactional, static data framework (think traditional customer experience management) to a more fluid, analytically driven approach where the data and analytics are fused into the process rather than being siloed.