In any company today, from the smallest mom & pop store to the largest banking institutions, every digital process or service used is generating tons of invaluable data and, in the meantime, organisations of all sizes are making data-driven decisions. That mom and pop store I mentioned could be using Instagram’s Insights tool to make sure they’ve got the right demographic of followers, while a banking institution could use everyday banking patterns to identify appropriate sites for new branches, or new services to offer. The volume data generated in our day to day operations is great but incomplete.
If we only consider the data generated in our customers’ interaction with our products we know how they’re using them, but not how they feel about it – that’s where Customer Experience comes in.