Data-Driven Customer Experience: Uniting D&A and CX Teams
How effectively are customer experience (CX) teams and data and analytics (D&A) functions collaborating?
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More than half of respondents describe collaboration between D&A and CX at their organization as effective
Those with effective collaboration usually have D&A professionals dedicated to CX analytics
CX and D&A teams that collaborate effectively are typically aligned on strategy and success metrics
Most rate their D&A function and CX team collaboration as effective
62% of respondents rate their D&A function and CX team collaboration as effective or extremely effective.
How would you rate the effectiveness of collaboration between the D&A function and CX team(s) at your organization?
81% of respondent organizations with effective CX and D&A collaboration (n = 69) have dedicated D&A professionals focused on CX analytics.
Does your organization have D&A professionals that are specifically dedicated to CX analytics?
Question: Do you have any additional thoughts about how the D&A function can improve customer experience?
[The] D&A function should be customer-centric and should always prioritize [...] business eectiveness and customer satisfaction.
Organizations with effective collaboration have aligned D&A and CX strategies
75% of respondents at organizations with effective CX and D&A collaboration (n = 69) describe their CX and D&A strategies as mostly or completely aligned.
To what extent is your organization’s D&A strategy aligned or not aligned with its CX strategy?
The vast majority (93%) have CX represented in their D&A function’s success metrics.
Is customer experience (CX) represented in the success metrics for your organization’s data and analytics (D&A) function?
Question: Do you have any advice for data leaders that want to improve the effectiveness of collaboration between their organization's D&A function and CX team(s)?
Early engagement leads to better understanding of the final deliverable.
Good communication embedded in shared strategy [can improve effectiveness of collaboration].
Advice for better CX and D&A collaboration
Question: Do you have any advice for data leaders that want to improve the effectiveness of collaboration between their organization's D&A function and CX team(s)?
Work in silos and report together.
Introduce the members of the two (or more) teams to each other to build trust and familiarity.
Listen to each other. A lot [of] times ego gets in the way.
Respondent Breakdown
