Wrapping the Five W’s and One H around the Customer


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Creating a consistently positive and personalized customer experience (CX) is so easy, right?

Obviously. All a business needs to know is who their customer is, what they are connecting with the business about, where the customer is from, when the customer connects with the business, why the customer is getting in touch, and of course, how they are getting in touch.

A breeze, right? Especially for enterprises as large as international airlines, retailers and pharmaceutical companies.

Facetiousness aside, creating a consistently positive and personalized CX is achievable, but not an easy feat without the appropriate support.

Organizations as large as those mentioned are faced with an even greater task: scale the business’ knowledge around the customer and their preferences in real-time to any customer service representative and every channel that specific customer uses.

As difficult as this sounds, cloud-based solutions backed by analytics make a positive CX a possibility for many companies. Analytics track every interaction a customer has with the business and keeps that information stored in the cloud. Business users who work with customers (and are authorized to access this information) are able to retrieve this background information from anywhere in the world and immediately obtain a deep understanding of the customer’s five W’s and one H.

On a larger level, this insight and data can quickly point out the upsides and downsides of the business’ applications and even help improve the entire CX strategy.

Additionally, this visibility leads to something that will become a big differentiator for businesses’ CX strategies in 2013: context.

With context, businesses can take a more thoughtful approach to every interaction with a customer. For example, business users can ensure every conversation with a customer, every word within their web copy, every feature within their mobile applications and all information shared over social networks are completely centered on the customer’s five W’s and one H.

Simply put, the cloud and analytics offer context and empower each and every business to actually put their customers’ needs first.

2013 will be the year that the cloud and analytics become the core elements of every CX strategy and give some much needed context to every interaction. What do you think – do you think your business is up for the challenge?

Don Keane
As Vice President of Marketing and Product Strategy, Don is responsible for global marketing and product strategy for all channels. Don is a marketing veteran with over 18 years of successful business and brand building experience at a number of world-class technology, software and Internet companies.


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