Despite recent gains in computing capacities, many companies continue to drag in their efforts to optimize data usage to improve customer experience (CX) due to old-time causes: silos, disparate formats and fractured infrastructures that can cloud the relevance of any data, especially that of an entire enterprise.
Silos contain data in separate databanks that companies use for separate purposes. The lack of data coordination across silos means that users can’t always access information that might clarify or enhance the efforts in their department, so customer experience improvements based on real-time information can’t happen as efficiently.
Disparate formats are also a growing concern for me, as more types and configurations of data seem to come online each day. The explosion in the number of hardware and software developments, media channels and devices complicates the challenge exponentially. No wonder businesses often have difficulty gathering, assessing and making use of the tsunami of data that seemingly arrives on their screens by the minute.
Ironically, today’s “fractured” infrastructures used to be yesterday’s computing system anchors. Over time, many businesses built their technology infrastructure one piece at a time. They added and patched onto legacy systems when new computing options became available. Now, those myriads of links, patches, upgrades and make-dos often house their relevant data independently from other system elements, so it’s segregated away from the system as a whole. Without clear insight into the values each database holds, leadership can’t know either what information is truly available for accurate decision making — or where to look for it.
However, as the Harvey Nash and KPMG study noted, enhanced customer experience in any enterprise is often the harbinger of increased profitability. To achieve this goal in your organization, you can reassess how your company gathers, processes and uses its consumer-relevant data and make the changes necessary to optimize the values found across and throughout all your databases.