Data is fast becoming the rocket fuel for CX success.
Indeed, 96 percent of CX leaders are expanding their customer data strategies - according to Precisely research.
However, the research also found that only 37 percent of CX leaders believe they have a well-developed enterprise data architecture.
Enter the customer data manager.
What Is a Customer Data Manager?
First, consider the art of customer data management. It is a method and structure for gathering, organizing, and evaluating customer data from many sources to create a unified perspective of each client.
As such, the customer data manager is in charge of carrying out each of these responsibilities.
Moreover, customer data managers must theorize how to effectively use organizational data, including customer data, to meet critical business goals and CX outcomes.
In addition, customer data managers must ensure compliance with applicable laws and rights to consumer privacy.
4 Tasks That a Customer Data Manager Must Perform
To help enhance and support a data-centric CX framework, a customer data manager must:
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Collect and Integrate Data
Today, most companies are inundated with data from several platforms, channels, and devices.
To create a customer data management architecture, managers must first comprehend what data they have available to them.
Having identified the many sources of crucial data, it is next brought into a centralized system and put through a procedure known as ETL, or "Extract, Transform, Load."
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Manage and Process Data
As noted previously, data management brings together disparate data elements to create unified consumer profiles.
This process might include procedures like authenticity resolution, identity graph construction, 360-degree consumer profiling, and consent integration to guarantee compliance. It is also necessary to anonymize the data for AdTech applications.
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Analyze Customer Data
Managers of consumer data may create targeted groups with similar client profiles for customer segmentation.
