Customer data is everywhere. Unfortunately, data is stored in several systems — data collected from web interactions in one place, customer service data in another, financial data in yet another. That means marketers are left creating customer journeys with a limited view of their customers. The result is customer journeys that are reactive rather than proactive and brand interactions that lag behind customers’ actual needs and wants.
What you need is a holistic view of your customer. But you also need to know what’s happening around them. Was their last order with you delivered late? Is it snowing where they are or is it a good day to hit the pool? If marketers had this information, they could begin to create personalised, timely experiences. However, piecing together the data from multiple sources is complicated and manually moving customers in and out of audiences is time consuming.