CX data is most powerful when it extends its own boundaries — when it ows freely to and from the enterprise systems that drive enterprise decision-making and frontline behaviour. In fact, this is where the real payoff of a CX investment is experienced. After all, you may have the best customer data, the most insightful analysis, and the most actionable recommendations in the world. But if they fail to reach those who can implement them — in the moment when a customer experience is created — they’re nothing more than an academic exercise.
To truly benefit from CX insights, you need to push the data to the enterprise systems where decision makers and customer- facing employees live. Equally important, you need to glean customer data from those systems to create a holistic picture of who your customers are, what they feel, and what they need from you.