Using data to bring customers and brands together

The relationship between brands and customers is complex, to help brands better connect with their customers, they should harness the power of data and analytics.

Vicky Katsabaris, director of XM solutions and strategies at Qualtrics APJ discussed with Digital Nation the impact of data and analytics on marketing teams.

She said organisations often have millions of customers they have thousands of team members who interact with their customers across dozens of channels.

“Data and analytics can help you scale the way that you listen and understand customers and employees. [They] provide meaningful insights and serve them up to the people that need them to intervene in those moments in the experience that they're having to be more proactive,” she said.

Katsabaris said Qualtrics works with a lot of different brands, and from that comes a lot of different challenges to be able to listen better and go beyond listening through solicited feedback.

“Using new technology that leverages artificial intelligence and natural language processing, to understand not just structured and solicited data, but that unstructured data that comes in across many channels,” she said.

One of Qualtrics' customers is global fast food chain KFC, who have used the vast amount of feedback they receive to bring a better experience to their customers.

“They're challenged with a lot more complex world than they had before,” Katsabaris said.

“Before it was takeout front counter, drive-thru and now they have delivery aggregators, they have social, they have their support team.”

She added, “Helping them process all of that disparate feedback, understand what customers are trying to do, what their intent is, what their emotions are, what level of effort they've gone through, which will guide their next steps.”

She said the company is seeing a new wave of CX innovation with companies using data and analytics for this purpose.

To understand the impact of digital tools on marketing and CX, read our Digital As Usual report today.