Bridging the Gap Between Customer Experience (CX) and Data Management

Although relying on data can be tricky, it is essential to how most modern businesses run. Contrary to popular belief, IT departments are not the only ones who must follow data management protocols. Since the two activities are intertwined, customer service professionals must actively participate in the process.

Data management issues are a big concern for both consumers and business leaders. Everybody’s attention is on businesses that deal in consumer data as a result of the endless stream of news reports about data breaches and consumer exposures. Businesses that misuse or improperly manage that data risk failure because such errors change the public perception of their reliability and trustworthiness.

Without spending money on new technologies or security measures, businesses can improve customer experiences, safeguard customer data, and foster public trust by rethinking the relationship between CX operations and data management.

Instead of working independently, CX and cybersecurity teams can collaborate to protect a company’s most important assets. 

Also Read:-Data Management Platforms Spend is Higher than Operational Tech

Bridging the gap

CX and data management teams have traditionally operated separately. The basic goal of CX, which is to instill trust in the brand among customers, is fundamentally overlooked by this strategy. In the end, customers only contact brands through service agents and other external touchpoints. Most consumers see them as the brand. Customers cannot trust a company with their data if they feel they cannot trust service professionals with that data.

Fortunately, it’s not as difficult to bridge the gap between CX and data management processes as many business leaders think. Companies should consider data management practices and good CX as two aspects of the same whole rather than allowing these two components to function independently. Security, customer service, and data management teams should collaborate to better manage data and customer experiences. 

Transparency is Crucial

Customers must have confidence that their data is secure from the start. Many businesses are reluctant to reveal to customers how much they know about users; however, transparency can go a long way toward fostering trust. Customers should be able to understand why a business has to gather and use a particular type of information, as well as which employees have access to it. Setting transparency as a top priority early on can help maintain a balance between keeping customers informed and not getting in the way of development, which is the cornerstone of building customer confidence.

Also Read:-The CMO’s Evolving Role in Cybersecurity

Prioritize Training

Companies must provide customer service agents with the tools they need to make informed decisions and communicate with customers. That means they must grasp the responsibility such comes with collecting, managing, and accessing that data. When discussing sensitive personal information with customers, representatives must exercise discretion and consideration. Businesses that wish to combine their data management and CX programs should focus on setting their customer service representatives up for success by including thorough training on necessary data practices in the onboarding process.

Provide the Necessary Tools and Processes

It is also important to ensure representatives have the necessary processes and tools to gather and safeguard customer data on devices. This is crucial for people working from remote offices that are accessible to other people. It’s up to companies to provide their employees with the tools they require to keep data secure despite external individuals sharing the space. This can help maintain consumer privacy by protecting data and fostering confidence in the policies of the company around data management.

Data from customer interactions is used for far more than just enhancing individual experiences. Feedback of this nature can enhance customer experience everywhere. By optimizing product design, customer experience, and other processes, analytics programs advance the process and encourage innovation across companies. Businesses aren’t truly integrating the two processes to their advantage if they aren’t providing CX teams the freedom to act on their insights.