Opportunities 27 Mining for gold Build trust with customers Customer intelligence is the way forward for any brand with e-commerce ambition. Data privacy is paramount to the success of any business. Many stringent laws are in place By emphasizing the customer and their data, companies personalize and improve CX, to support consumers who feel their personal data has been misused. Data management which boosts conversions, loyalty, and retention. regulations put pressure on enterprises to establish systems and processes that demonstrate responsible use of customer data. Therefore, more strongly secured customer data on a Organizations typically rely on focus groups, customer surveys, and website behavioral simpli昀椀ed platform and existing in a streamlined ecosystem contributes to a more trustworthy data to get information about their customers. However, by mining a combined, up- CX. Such a platform does much to mitigate the risks associated with data protection to-date view of connected customer information, you can get a better, more holistic regulations, whose contravention can result in a hefty 昀椀ne. Customer data platforms ingest picture. data from existing systems and databases, then structure, standardize, and normalize it into meaningful information, unifying data attached to individual customers into single pro昀椀les. Another bene昀椀t? Aggregate, truly anonymous data can be used to in昀氀uence decision IO making at the industry level. he C Smooth the way with self-serve For t By empowering customers with the ability to self-serve requests without contacting 70% of customers expect a representative, enterprises provide better business reporting and more e昀昀ective resource allocation. In fact, self-service has become an all-out dealbreaker. 70% of customers expect a company’s website to include a self-service application as a company’s website to 13 simply par for the course . If it doesn’t, they’re likely to move on to another brand that demonstrates smoother CX and more coherent website navigation. Today, self-service is undoubtedly a must-have—not a nice-to-have. include a self-service application as simply 13 par for the course. The CCO The VP of customer service The LOB GM The COO The CIO