What Is Dark Data?
Posted: Thu Feb 21, 2019 11:23 pm
Dark data refers to information that companies collect and generate that remains untouched. It’s the data that sits on corporate networks gathering dust as no one bothers to look at. Gartner defines dark data as being “the information assets organizations collect, process and store during regular business activities, but generally fail to use for other purposes.”
The Importance of Dark Data for Customer Experience
To create better experiences, companies need to become better at predicting customer behavior. Unfortunately, most businesses relay on historical models to garner customer insights, leading to reactionary strategies that are certainly less effective than a predictive model.
In other words, instead of fixing problems based on historical data, companies should be making sure those problems don’t arise in the first place.
Most CX efforts rely on Voice of the Customer programs, and according to the Temkin Group only about 15% of companies consider their VOC programs to be very successful. That’s a surprise considering how many companies have these programs and how much money has been invested in them.
https://cloudcherry.com/blog/dark-side- ... xperience/
The Importance of Dark Data for Customer Experience
To create better experiences, companies need to become better at predicting customer behavior. Unfortunately, most businesses relay on historical models to garner customer insights, leading to reactionary strategies that are certainly less effective than a predictive model.
In other words, instead of fixing problems based on historical data, companies should be making sure those problems don’t arise in the first place.
Most CX efforts rely on Voice of the Customer programs, and according to the Temkin Group only about 15% of companies consider their VOC programs to be very successful. That’s a surprise considering how many companies have these programs and how much money has been invested in them.
https://cloudcherry.com/blog/dark-side- ... xperience/