Companies are swimming in data. The amount of data that is collected on customers is not slowing down. On top of that, every business function wants data to answer questions about the experience or function they specifically own.
More companies are seeing their business functions operate independently in collecting data and analyzing it. Often times teams create their own surveys or look at only a subset of calls, chats, social posts, or any other customer communications. This process is dividing data and does not always give a good representation of the customer experience. Enter Unified Analytics.
Unified Analytics is not being discussed enough by businesses, especially considering how beneficial it can be. The concept of bringing together all your company’s customer data into a singular view is the best way to analyze the customer experience. Customers do not view a company as a siloed entity – they view it as a singular brand.
Unified Analytics goes beyond your normal data lake of structured customer data – a truly Unified Analytics platform includes all the unstructured data, including customer conversations. Every interaction with or about your company, regardless of where it happens, should be analyzed. Structured data is extremely valuable; however, nothing provides more insight into how customers experience your brand than conversations. Having all these conversations in one place in conjunction with structured data will greatly help your CX program generate buy-in from the entire company.
The impact of Unified Analytics cannot be understated. Below are three of the most profound benefits of implementing Unified Analytics into your business:
- Single Source of Truth – The greatest thing Unified Analytics has to offer is a way to overcome the inefficiencies that come with data being scattered across multiple business functions. Collecting all your customers’ data is a challenging feat due to the uniqueness of all the data points you must collect; however, similar to an omnichannel experience, data needs to be connected. Establishing a data foundation that joins data where possible helps ensure a business is looking at the experiences they offer with a consistent lens. With a unified dataset, customers can be viewed holistically rather than based on the channel or platform they use to interact with your brand. No more arguments about which data source is more accurate.
- Collaboration – Breaking down data silos inherently breaks down business silos and forces teams to work together. Without silos, work no longer gets shelved between the cracks or kicked around to different owners. Having a single source of truth expedites the entire data collection and customer analysis process. Business functions can begin collaborating sooner on projects, and with a holistic view of the customer, can better understand how their work impacts other teams. Without a Unified Analytics platform, teams often have little to no insight into how their work affects other functions. Customers often voice how their experiences are disjointed and broken, but with a Unified Analytics platform, those poor experiences are much easier to tackle, together.
- Prioritization – Companies prioritize their work based on the information customers provide; however if that information is not complete the wrong decision can easily be made. If you are missing conversations or data points from your customers you could be missing your next multi-million dollar priority. Unified Analytics gives business functions the ability to compare their priorities against the priorities of the customer, and because there is a single source of truth, prioritization is no longer based on a myopic survey or a single piece of feedback. Arguments about which initiative needs to be done next can be compared side-by-side with exactly what the customer wants most.
The benefits of Unified Analytics are undeniable. Few analytics solutions can inherently force a company to be better at CX. The three items listed above don’t require a lot of work from engineers or IT, they are the byproduct of having a unified platform and being customer-obsessed.
I will be hosting a webinar in the coming weeks with Forrester Senior Analyst, Faith Adams, and we will be discussing the benefits of implementing a Unified Analytics solution as well as how it can be used to improve Customer Experience. You can register for the webinar here: https://bit.ly/39GrDqC