Without question, data is the fuel of great marketing and great customer experience. According to MIT-CISR’s research shared in the book “Future Ready,” “The disadvantage of increasing customer experience without industrializing data is it adds more complexity to already fragmented systems and processes, increasing the cost to serve the customer.” Where this occurs, employees carry the torch every day for their customers. Even with the best intentions, these guardians of customer experience cannot succeed if customer data is hard to access.
