Customer Experience Insights: Transforming Big Data into Smart Data

Big Data presents great opportunities for insights into the customer experience, but it is not without its challenges. The problem, of course, is that Big Data, by definition, means that there is increasing volume, velocity and variety of data. That volume and velocity of data often outstrip a company’s ability to utilize it.

Over the past decade I have seen brands gather data from various sources (mystery shopping, customer satisfaction surveys, social media, audits, contact centers and finance), but few companies truly break the data down into actionable insight and build a clear customer strategy behind it.

It’s no wonder. With so many forms of data being collected by various methodologies, different vendors, with siloed analysis of data streams, it’s not surprising that mixed and sometimes even conflicting messages are reflected back to the business, from CEO to store manager, to Learning & Development to Operations. Or what is more typical—companies end up with lots and lots of data, but no real insights.

Through working with hundreds of brands, we have learned the best way to transform Big Data into Smart Data is to:

  1. Aggregate. To take advantage of Big Data and understand how to improve the customer experience with the greatest ROI, we recommend investing in technology that allows you to gather data inputs from multiple sources and multiple vendors in real-time into a single platform.
  2. Analyze. Turning Big Data into Smart Data, is not just the aggregation but analysis. To extract insights you need analysts who specialize in dealing with customer experience data. In fact, our analyst team has found that by combining different types of data you get insights you could not get with each individual data stream. These insights can then be fed out to each location via the technology platform.
  3. Recommend by Location. Make sure that the platform allows you to drill-down to location-level data and recommendations. Not all locations need the same fixes. Giving blanket instructions based on aggregate data to all locations will penalize some, and totally miss the mark on others.

To learn more about Market Force and how we help companies turn Big Data into Smart Data, schedule a briefing today.

Schedule a briefing

As a Senior Director of Strategic Relations at Market Force, Jay aligns his team's focus on providing the best actionable insights to the UK & European client base. He has vast experience not only in Retail Management, B2B Client Management & thought leadership, but also how to empower and motivate your teams to deliver the best Customer Experience possible.

Customer Experience Management: Revamp Your System!

Have you been measuring the same things in your customer experience surveys for the past three years? Has your mystery shopping program been in place with little change? Has it been 6 months or more since your team met to clearly assess your measurement program—including spend and ROI? If so, it’s time to step back and do a clear-eyed evaluation.

Too often, measurement systems are left running untouched for months or years. That’s a mistake. The market is dynamic, customer expectations change, and your own products and services change as well. Granted, there is a cost to making changes:

  • You do want a stable measurement system to track and trend results;
  • If compensation is tied to results, changes may need to roll out slowly;
  • There’s work involved—and that includes aligning stakeholders.

However, the benefits of carefully evaluating and fine-tuning your program far outweigh the challenges. You will want to:

  • Find the gaps. What methodologies need to be added to assess brand and store level performance? What focus areas or questionnaires need changed?
  • Align the questions. Remember to construct a questionnaire matrix to ensure that you use the same wording and scales across your measurement instruments.
  • Evaluate communication. Go out to franchisees, the front line, managers—all users of the data—and ask whether they are getting what they need to better manage their business. If they aren’t, you’ll need to rethink that strategy.
  • Raise the bar. Demand more of your teams. We have one client who raises standards every year in order to remain best-in-class. The bar he’s set in demanding exceptional customer experience has become a real challenge to competitors.

Market Force provides CX Strategic Planning workshops to assist with this process. We’d be glad to discuss how we might help you. In the meantime, check out a video published by The Telegraph interviewing Cheryl Flink, Chief Strategy Officer for Market Force. You’ll find some great tips for designing your customer experience management program. 

Gino Virgadamo is a Key Account Manager at Market Force Information, specialising in the pub, restaurant and petrol-convenience industries. Over the past 4 years, he has helped businesses understand key drivers & trends, as well as provide strategic planning to drive ROI and stay ahead of the market. 

Schedule a Briefing

To discuss your needs for improving performance for your multi-location brand, give us a call. We’d be happy to discuss best practices for measuring the customer experience and compliance to brand standards, using analytics to understand what matters most and the ROI for change, and technology solutions that integrate large quantities of data on one single platform. We look forward to a great discussion!

Schedule a Briefing
We've noticed you might not be visiting the appropriate version of our site. Would you like to: