DATA ANALYTICS
THE CRITICAL ROLE OF DATA ANALYTICS WHY DATA ANALYTICS MATTERS IN CX .
BY LEILA HAWKINS , CX NETWORK
ILLUSTRATION PROVIDED BY ADOBE IMAGES
“ Data is the lifeblood of modern CX .”
This is a phrase we hear repeatedly from industry leaders , practitioners , and the media as the rise of advanced technologies like artificial intelligence ( AI ) and automation are creating new data-driven ecosystems that are reshaping how companies interact with customers .
We also have the data ( if you ’ ll pardon the repetition ) to back this up . In our report , the " Global State of CX 2024 ," customer experience ( CX ) practitioners , service leaders , experience designers , analysts , and consultants revealed that data and analytics were the top trend they expected to have the greatest impact on their roles , followed by AI and automation .
The significance of investing in data has never been clearer . Here we explore why data investment is so critical to CX , along with practical recommendations on where and how to allocate resources effectively .
THE NEED FOR DATA ANALYTICS INVESTMENT
When analyzing the results of our Global State of CX survey this year , a very clear picture emerged : the foundation of any effective CX strategy is robust data and analytics capabilities . Investing in data analytics tools enables businesses to transform raw data into actionable insights to better understand customers and , therefore , improve their offerings .
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THE SIGNIFICANCE OF INVESTING IN DATA HAS NEVER BEEN CLEARER .