Use the Right Tools to Understand Customer Interactions
February 05, 2014
Technology has no doubt made our lives considerably easier and more convenient, but in a sense, everything has suddenly become more complex for businesses that some of them are actually tearing their hair out in frustration. Blame it on big data, multichannelism, multidevice, multiformat, and you won’t be wrong. More channels mean more interactions and that translates into more data. Multiply that with more devices and the result is astronomical.
Challenging? Yes, insurmountable? No. But a simplistic approach won’t work, according to the recently released StrongView commissioned study by Forrester (News - Alert) Consulting titled ‘Marketing’s Big Leap,’ which underscores the challenges that big data presents, and also outlines recommendations to increase big data maturity.
The amount of data generated across channels and devices is humongous, and every customer interaction at every touchpoint is important, but this veritable gold mine is useless if it cannot be converted into actionable intelligence. Many businesses can’t manage, analyze and leverage big data because they are ill-equipped to do so.
However, StrongView's cross-channel marketing solutions and contextual marketing vision called ‘Present Tense Marketing’ is tuned to capturing cross-channel interaction to orchestrate the customer experience. Customers engage with a variety of information using different devices at different times, and marketers need to understand the unique present tense context of each customer.
StrongView’s Message Studio platform when combined with InteractionStore, touted to be industry’s only big data insights solution, puts unprecedented power into the hands of marketers, enabling them to target customers right.
The trail of intelligible evidence that customers leave at every touchpoint is important, and the insights derived thereon, more so.
“Marketers know all too well the challenge of using customer insights,” says Rob Brosnan, senior vice president of strategy at StrongView.
Understanding customer interactions, giving relevant responses and knowing the role that big data has in improving customer lifetime value, have become so significant that even budgets and staffing, typically top challenges for enterprises, now play second fiddle.
“Innovations in big data storage and management are key to resolving this tension. Marketers who use these tools have an opportunity to drive customer engagement and beat the competition,” added Brosnan.
Edited by Cassandra Tucker