Structure your data to improve the customer experience


Everybody these days is talking about customer experience, transforming the customer journey to increase happy touch points between the customer and your products, and to get rid of the bad experiences your customers might experience. In order to do so you need to personalize the contacts between your brand and the customer. You need to know  the customer’s gender, age, hobbies, hair style, favorite movies, length, current and former professions, the name of the children, the concerts you like, your mobility and so on. And you need to create a buzz around your products, so people want to identify themselves with your brand and products.

In order to be able to use these data to offer the customer a personalized and thrilling experience, you need to tear down all the silos  in which these data reside, so they are available for each and every individual in your company. But not all data is available in your company so you need also to rely on  external tracking tools for on-line data gathering, since a lot of the required data is available outside your company’s walls, for instance on social media.

How we will be able to consolidate all these data over our internal and the external silos is therefore becoming more important than ever. In my work as an analyst I have seen too many companies where consolidating data sources in different silos was a real challenge. Let alone that you need to consolidate with external data sources.  If  data however are not structured properly, it will be hard to personalize the way you communicate with your customers.

If you store your data in a relational database, you should take care on how to store them. You still need follow not so new-fashioned rules when creating a relational database. So beside the new and more fancy roles in the UX consultancy, a good old-fashioned data analyst is still of key value for your company.

See more technical tips on how to structure your data on an old blog of mine.