Compare first-party data and social and online data to avoid the risk of missing critical pain-points.
This article recommends that instead of keeping customer data in silos across different ecosystems, businesses should connect data sources using an “integrated customer intelligence platform.” This will help them understand their customers’ conversations from all data sources.
The author suggests analysing data from customer service emails, chats, surveys and phone transcripts to understand their customers’ issues and sentiments towards the brand. They should then adopt artificial intelligence tools to analyse this data and gather actionable insights.
Marketers must combine their first-party data with social and online data for complete customer intelligence. They should understand the correlation between customer intelligence efforts and business impact metrics to know how they can drive bottom-line impact.
[2 minute read]