If you are responsible for gathering and using data to improve the customer experience, take a couple minutes to read this HBR blog writen by Tom Davenport titled, “Data is Worthless if You Don’t Communicate it.”
The essence of the blog is spot on. In his post Davenport writes, “As a manager, it’s not your job to crunch the numbers;….but, it is your job to communicate them.” When you are surrounded by data, it is easy to get caught up in the numbers. But, as a customer experience professional, it’s our responsibility to understand the data and turn it into a message or story that can be told.
In Walker’s report, Customers 2020 The Future of B-to-B Customer Experience, Walker outlines the skills and resources that will be necessary to meet customer needs in the future. One resource that is needed is the customer intelligence advocate. Their role, in some ways, is like a cellular tower; connecting people to eachother. They share stories and insights to ensure a consistent and unified focus on the customer.
If you are going to put time and attention towards understanding and improving the customer experience, you must consider how the insights will be communicated throughout the organization.
