Companies believe they know their customers well because they’ve invested so much in gathering data. But consumers still feel like brands don’t know them as well as they should. That’s because there’s still data out there that companies haven’t captured, so the consumer feels like they’re not listening. Plus, even when companies do capture information, they don’t go the last mile to leverage that data and change the customer service experience. They don’t follow through in the application of the insight that they collect because there’s not enough feedback between the data stack and the marketing technology stack.

eMarketer: What’s causing this data disconnect? Are marketers investing in the wrong data tools or the wrong marketing technology?

Stirrup: They’re overlooking certain pieces of data and therefore are not feeding them into their marketing technology stack. For example, our recent research shows that less than 50% of the companies we surveyed are using tools to analyze and implement social data, and that’s crucial.

“Even when companies do capture information, they don’t go the last mile to leverage that data and change the customer service experience.”
Also, not enough companies are operationalizing customer survey data or feedback from customer support interactions. If a customer has recurring issues with a certain product, for example, they don’t want to see email marketing related to that product. Companies don’t have technology in place to analyze unstructured feedback. That data is in a separate silo, and it’s a missed opportunity.

Sourced through Scoop.it from: www.emarketer.com