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Improving your business through data – Customer Experience

Improving your business through data – Customer Experience

In one of our recent reading lists, we spoke a great deal about digital transformation and how it appeared as though no industry was immune to disruption. In this blog, we’ll explore that idea further and consider how data can help your organisation improve customer experience.

Same as it ever was

Over the last 20 years, countless industries have found themselves changed beyond recognition. It seems difficult to imagine a world without Netflix, Spotify and UBER and yet as recently as 10 years ago, many of those industries were completely different.

Perhaps we take for granted how different it really was. The notion of a binder full of CD’s or the idea of travelling to a physical store on a Saturday evening to rent films no doubt seems bizarre to most of us now.

Despite how these industries have changed however, their function has remained relatively the same. For the most part, the products and services offered do not vary a great deal from the products and services offered by their predecessors. At their core, Netflix only offers movies and TV shows, Spotify only offers music and UBER only offers transportation. Instead, where these companies differ is customer experience.

Customer experience is central to differentiating your business from competitors. Utilising data within your organisations provides the means to improve upon customer experience, by helping to create a more comprehensive picture of your business, your customer and the environment around you.

Types of data

In the introductory blog of this series, we outlined how actionable data is so much more than names, emails and mobile numbers. Data capable of improving customer experience is no exception.

Consider what data your organisation has access to. From there, consider how that data might be able to improve customer experience. There are countless data sources that a business can use to help improve customer experience. Three key types for you to consider however are:

  • Business data | Having a more comprehensive understanding of your business can help improve customer experience in a variety of ways. Consider for example how certain products are related or how improvements in the delivery process could help improve overall customer experience.
  • Customer data | Understanding the way by which customers interact with your business can help improve the overall customer experience. For example, tracking the movement of customers through your business or website can help optimise product placement.
  •  External data | Consider what insight external data sources might provide. For example, visitor attractions may be able to identify trends in customer behaviour based on weather.

Using data within an organisation is a process. Each data led action will in time provide the data that will influence the next. Data systems are a means of measurement, that when effectively monitored and measured allow businesses to constantly improve.

Analytics Engines are currently working with The National Gallery in London, to provide a system that helps improve customer experience. Our solution allows the National Gallery to monitor attendance and the popularity of exhibitions. Given that it can take up to three years to prepare an exhibition, the insight provided by our solution enables the National Gallery to more effectively plan exhibitions based upon the qualitative and quantitative behaviour of their customers.


Data is the backbone of the modern customer experience. It enables organisations to take meaningful actions that resonate with the needs of their customers.

At Analytics Engines we do things differently. From your initial contact, you deal directly with the people that have the expertise to support your data journey. This means we really understand your requirements from the very beginning. It all begins with a conversation – start by calling us on 028 9066 9022 or use the form below.

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by PJ Kirk

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