By 2025, the global eCommerce market is expected to reach $7.4 trillion. One of the factors driving this growth is the increasing reliance on omnichannel experiences, with brands offering consumers multiple options spanning both physical locations and digital channels.
As this trend accelerates, data science will become increasingly critical to delivering the high-quality customer experience consumers expect. A recent CMSWire article examined three ways in which we can expect data science to improve the customer experience:
1. Consolidating, Cleansing, and Integrating Data
The average company is already flooded with a wealth of customer data, and volumes will only increase as new technologies are introduced and more channels are utilized. This deluge of data makes the processes of data aggregation, cleaning, and manipulating for specific processing essential for any brand to deliver on customers’ experience expectations. As a case in point, 42 percent of respondents in a recent survey identify data integration as a common obstacle to delivering a better customer experience.
2. Facilitating Hyper-personalization
Sixty-six percent of consumers expect companies to understand their unique needs and expectations and 52 percent expect all offers to be personalized. This focus on personalization is ushering in the next wave of innovation—namely, hyper-personalization, in which brands deliver unique contextual communications and experiences at every step of an individual customer journey. Data science and artificial intelligence (AI) are integral components of hyper-personalization because companies must build predictive models based on a deep understanding of customer behavior and preferences.
3. Delivering a Better Customer Journey
Data science also enables companies to capture the interactions and associated metadata from each individual customer. From there, organizations can build customer journey models to determine how people move through every touchpoint, ranging from awareness to transaction to evangelizing. Armed with this information, businesses can then enhance the customer experience at every journey touchpoint and drive better business outcomes.
We can only expect the clamor for better, more personalized customer experiences to become louder in the months ahead. Companies have more than enough information at their disposal to do this effectively—assuming that they have the right data science framework in place.
You can read more from CMSWire about the role of data science in delivering on customer experience expectations here.