Why data needs human insight for compelling CX

AS TECHNOLOGY advances in business use, some may argue that the best customer experiences (CX) are derived from big data.

However, data alone is not enough.

To create compelling CX, data needs human insight to connect the dots.

Data points will remain as a puzzle unless human insight renders the image by drawing the connecting lines.

At times, businesses forget the importance of connecting the dots. The connecting lines fill the empathy gaps between data points that cannot be solved by formulas.

Although human-to-human interaction is reducing on the business front, the CX does not have to be less humanistic.

Instead, the use of data and human insight together will create a CX journey that neither data nor human insight alone can.

For instance, data can show if customer satisfaction is high or low.

On the other hand, human insight can lead a business to satisfy customers in better ways.

This is because human insight can grasp the ‘why’ to things whereas data can only do as much as who, what, when, and where.

When put together, data and human insight can formulate the ‘how’ too. That will be the key driver in delivering compelling CX for all businesses.

That is to say that the combination can bring businesses forward in terms of CX as they will always be able to find a way to discover and deliver on customer needs and wants.

How to start filling the empathy gap for data?

Without understanding customers properly, businesses are lowering a very wide net in hopes that there will be a good catch.

So, it will only be a matter of time that businesses marry the two components together to ensure business survival.

For those that are uninitiated, here are three simple checkpoints for businesses to start filling the empathy gap.

# 1 | Culture

Not only is it just about providing a product or a service but also a human experience. And it should be inside out.

So, if companies can cultivate human experience as a core value, they will be able to create more compelling CX.

# 2 | Strategy

Nowadays, businesses will have both online and offline touchpoints with their customers.

Both touchpoints should project the same brand persona and spread the same brand messages.

This is so that the CX is consistent as well as all-rounding.

# 3 | Technology

In the digital world, businesses can leverage interactive videos and live interviews to make the human experience more pronounced.

It is all the more amid the rise of automation that communicating with customers is important. It helps to remind customers of the humanistic side of the brand.

If a business wants to up its CX game in the digital era, it needs to acknowledge that data alone will not suffice.

The bottom line is that if a company needs to know what to do with its data — they need human insights.

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