We should be asking ourselves daily “How can we keep this customer happy? ...because if we don’t, somebody else will.” Conor Wilcock began his session with this quote from Bill Gates. Conor knows a thing or two about keeping customers happy. As Research Director at B2B International, Conor’s performed market research with hundreds of clients, understanding customer satisfaction, evaluating brands, and assessing markets. As a voice of the customer research specialist, Conor was the perfect person to lead the Cvent CONNECT discussion: Building Lasting Experiences Using Customer Data.
What is customer data?As Conor explained, big data is misunderstood. While businesses have a greater volume of data, compounded variety, and arriving with increased velocity, we’re not sure what to do with it. While the popularity of big data has increased by over 90% in the past seven years, we’re not that much smarter about how best to apply it to keep customers happy. Conor discussed data basics including internal versus external, structured and unstructured, as well as fast and slow data. Most importantly though, data should be helping us progress toward empowerment. What does data empowerment look like? It should help answer the following questions:
- What happened?
- Why did it happen?
- What will happen?
- How can we make it happen?