Voice of the Customer

Three in four marketers admit that they don’t actually know what they are looking for when analysing their customers’ data. That’s according to research by experience management company Qualtrics, which surveyed 260 UK marketers.

The newly released Qualtrics’ research  to coincide with ‘National Get To Know Your Customers Day’ found that marketers are struggling to effectively analyse data, with 87% saying that they don’t have time to perform the complex analysis needed to put their data in context.

Commenting on these findings, Ian McVey, Head of Enterprise for Northern Europe at Qualtrics, said, “Collecting data on customers is fruitless unless it’s used to achieve meaningful insights.

“Marketers today have more tools than they’ve ever had before to take customer data and apply new machine learning and data analysis technologies to turn it into genuine customer insights. With the right technologies in place, businesses can develop ever deeper insights into their customers, allowing them to create products, offers and experiences that are tailored to them. To get there they need to gather the right kind of data, with a mix of operational and experience data, and the right tools to turn that into meaningful insights.”

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