[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/03\/02\/enterprise-analytics-cx-benefits\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/03\/02\/enterprise-analytics-cx-benefits\/","headline":"Stop the guesswork: How enterprise analytics improve CX","name":"Stop the guesswork: How enterprise analytics improve CX","description":"Enterprise analytics help companies improve customer experience by streamlining processes and providing a complete view of the customer.","datePublished":"2021-03-02","dateModified":"2025-02-05","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/kirsten-barkved\/#Person","name":"Kirsten Barkved","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/kirsten-barkved\/","identifier":513,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/642e3774bffcab07e08acf901ed2a3112e22ad1c1b6b3c9d888c4bddff1a06ef?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/642e3774bffcab07e08acf901ed2a3112e22ad1c1b6b3c9d888c4bddff1a06ef?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/03\/FCEE145_CX_HB.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/03\/FCEE145_CX_HB.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/03\/02\/enterprise-analytics-cx-benefits\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/intelligent-enterprise\/","name":"Intelligent Enterprise","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Intelligent_enterprise","http:\/\/www.wikidata.org\/entity\/Q6044119"]}],"wordCount":1238,"keywords":["Analytics","Business Data Analytics","Customer Experience Management"],"articleBody":"Customers are the lifeblood of your company\u00a0and these days,\u00a0they have high expectations.\u00a0While they don\u2019t expect you to\u00a0predict their futures,\u00a0they do anticipate\u00a0that you\u2019ll meet them where they are, when they want. That means you need to create\u00a0experiences that are timely, targeted, and tailored to their\u00a0specific needs.\u00a0The problem is that\u00a0those experiences aren\u2019t being met. In fact,\u00a0while 80% of\u00a0CEOs believe they\u2019re already delivering great customer experiences,\u00a0only 8% of\u00a0customers agree.\u00a0The good news? Businesses can consistently exceed expectations by using enterprise analytics\u00a0to become data-driven and create experiences that exceed expectations.\u00a0It\u2019s not a crystal ball, but it\u2019s pretty darn close.\u00a0\u00a0What is enterprise analytics?\u00a0Enterprise analytics has many names; you might know it as big data analytics or business analytics software.\u202fWhatever you call it, enterprise analytics is a means of providing organizations\u202fwith the ability to collect, analyze, and process analytical data in all or most functions of the business.\u202f\u00a0      How customer analytics can drive engagement and CX                Marketers looking to make the most of customer analytics need information from three categories: Demographics data, customer interests, and engagement.      Businesses generate a vast amount of data every day. From their customers and employees, in various forms and from multiple sources. For any business, collecting and managing all that data from across several departments is a tremendous task.\u202f\u00a0Enterprise analytics help you understand everything you need to know about your business \u2013 your teams, your customers, your lines of business; how your bottom line is doing, how you\u2019re projected to do in the new quarter, and trends for the year. \u00a0Simply put, it\u2019s a way to get a complete picture of your entire organization.\u00a0So, where does the customer experience come in?\u00a0\u00a0Customer experience and enterprise analytics\u00a0Think of\u00a0all the ways customers interact with sales and service processes with\u00a0so many touch points\u00a0across the journey.\u00a0Customers are looking for a seamless and consistent experience.\u00a0At the same time, businesses need a streamlined approach to capturing and analyzing data to understand their customer and their sales. An\u00a0enterprise analytics strategy\u00a0helps you\u00a0streamline that process.\u00a0\u00a0Broken systems,\u00a0broken experiences\u00a0Companies aspire to use data efficiently, but often\u00a0can\u2019t\u00a0if they\u2019re using standalone marketing, sales, and service solutions that aren\u2019t connected to one another.\u00a0Disparate systems mean data silos, and\u00a0that has an impact on efficiency, sales, and morale across\u00a0the entire business.\u00a0Sales managers:\u00a0Without\u00a0insight into the whole organization, sales leaders\u00a0only get half the picture for how their efforts are impacting other areas, like\u00a0delivery, adoption, profitability, and customer feedback.\u00a0Sales associate\u00a0(teams):\u00a0Without a 360-degree view of their customer, sales teams have\u00a0no context when interacting with a customer, which impacts the overall experience and could put a deal at risk.Chief revenue officer:\u00a0Disconnected solutions mean the CRO is unable to\u00a0compare\u00a0historic\u00a0revenue\u00a0trends to the pipeline in the current and future quarters.\u00a0Enterprise analytics: No more guessing\u00a0\u00a0Sales and customer service require a holistic approach\u00a0to ensure representatives are set up for success\u00a0and feel empowered.\u00a0And these days, that looks like a single cloud solution that connects your people, data, and ideas from multiple sources.\u00a0Having a single system allows your teams to:\u00a0Compare sales pipeline with marketing campaigns\u00a0Determine if the current inventories and the supply chain support expected orders\u00a0Uncover\u00a0insights from sales\u00a0that\u00a0help identify\u00a0customer\u00a0service challenges\u00a0to\u00a0improve service processes\u00a0\u00a0Combine sales, marketing, transactions, and\u00a0experience data to get a deeper insight into customers\u00a0Customer experience belongs to more than just one department. If a company is so siloed that it distracts from the service\u00a0that\u00a0customers are receiving,\u00a0more often than not,\u00a0customers will take their business to a place where they feel valued and respected.\u00a0How enterprise analytics improve CX\u00a0The flow of\u00a0data\u00a0is\u00a0constant and\u00a0having the ability to understand it provides businesses with visibility bordering on clairvoyance.\u00a0Here\u2019s what you can do with an enterprise analytics strategy for customer experience:\u00a0\u00a0Everyone is on the same page with a single source of truth.\u00a0This enables teams to\u00a0get insight faster which\u00a0drives better decisions.\u00a0It also breaks down silos\u00a0by\u00a0integrating\u00a0previously disconnected information.\u00a0\u00a0See the future with predictive analytics.\u00a0Using predictive power can help you better anticipate customer needs\u00a0and interests which enhances personalization. This\u00a0enables\u00a0marketing and sales to\u00a0foster a stronger relationship with your customers, resulting in improved retention.\u00a0\u00a0Track marketing and sales spend.\u00a0Improve profitability by understanding which customers and which products are your top performers.\u00a0This could even be done with voice commands or simple requests through\u00a0natural language processing.\u00a0Imagine how this immediate insight will transform your business decision process.\u00a0Transform territory planning from reactive pipeline review to proactive opportunity identification.\u00a0Seeing your data in real time lets you\u00a0act\u00a0in the moment, rather than waiting for\u00a0outdated metrics.\u00a0You can also\u00a0detect\u00a0future trends using predictive forecasts that are automatically updated as new information becomes available.\u00a0\u00a0Enterprise analytics CX checklist Here\u2019s what to look for when choosing an enterprise analytics solution for customer experience.\u00a01. All–in–one. Ideally, the enterprise analytics solution you go with will do\u00a0all\u00a0the above from one place. You want to make sure that it can easily integrate with your other systems and that it\u00a0empowers you with\u00a0automated\u00a0business intelligence,\u00a0planning, and predictive\u00a0capabilities.\u00a02. Predictive features\u00a0allow you to simulate and\u00a0identify or analyze\u00a0customer trends using your existing marketing and sales data by connecting to your relevant data sources.\u00a0Make sure you have basic\u00a0capabilities, such as\u00a0automated\u00a0forecasting,\u00a0or more\u00a0advanced\u00a0features\u00a0like\u00a0predicting future outcomes\u00a0to identify the probability of future outcomes.\u00a0Additionally, you\u00a0can\u00a0gain quick insights via\u00a0natural language processing\u00a0to easily ask questions and surface immediate results.\u00a0\u00a0      E-commerce analytics: Real-time insights fuel smart CX                No more guessing games: With e-commerce analytics, businesses get real-time insight to help them deliver the most effective customer experience.      \u00a03. Collaboration. It can\u2019t be said enough: collaboration is key to any successful team \u2013 and business! The right enterprise analytics solution increases\u00a0collaboration across customer experience teams. Whether you are asking colleagues about specific data points, assigning and completing tasks that make the project move forward in a timely manner, or sharing private versions of the data to get input from key stakeholders, having powerful collaboration tools make all the difference.4. Empowered employees. Employees in all areas — from marketing, sales and\u00a0customer success — need to make confident decisions for\u00a0about their prospects and customer strategy based on up-to-date relevant data. The right solution gives everyone access to analytics and insights, empowering strategic decision-making across the entire organization.\u00a0The future of customer analyticsIt\u2019s often said that data is the backbone of today\u2019s business. But\u00a0data does not provide value until rationalized and harmonized to provide insight.\u00a0Data is only\u00a0half\u00a0of the story.\u00a0\u00a0To get the full story, and make informed decisions,\u00a0businesses need a way to easily, quickly, and comprehensively extract meaning\u00a0from that data.\u00a0\u00a0And that\u2019s what an enterprise analytics strategy is. It\u2019s\u00a0the\u00a0backbone for businesses. It acts as the\u00a0foundation, fuel, and\u00a0a\u00a0crystal ball\u00a0that\u00a0simultaneously\u00a0unifies and powers businesses to ensure unrivaled agility and speed.\u00a0\u00a0  The friction is REAL when it comes to the modern buyer’s journey.\u00a0Fortunately, there’s an omnichannel solution. 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