The impact of data science and feedback management on the customer experience

by bold-lichterman

“Customer experience is the new Marketing. It should be at the top of your organization’s priority list ” Steve Cannon, President & CEO of Mercedes-Benz USA

Customer data circulates around and within your business and its value is immense. Your goal: to collect them and then analyze them for real business gains!

How? ‘Or’ What ? Clear steps to demonstrate it: after having defined the types of data collected, we will identify the ideal team to exploit the full potential of this mass of data. Finally, the essential: identify the optimal data path to improve the Customer eXperience (XC).

At the dawn of the new regulations on the protection of personal data (GDPR 2018) and while customers are providing us with more and more data, voluntarily or involuntarily, it is more than ever necessary to understand the issues and risks associated with the handling of this information.

Finally, why not involve the consumer in a process of continuous improvement by promoting the collection and transparency of opinions? This raw material (opinion) of Customer Relations turns out to be the most valuable customer data that you will have the chance to collect.

The impact of data science and feedback management on the

The data contribution in business is more or less obvious depending on the sector. There are a few benchmarks to assess the potential of setting up a real data strategy accompanied by a data collection program. customer feedback. What is the volume of data internally? The volatility of the performance of the sector in which you operate: what is the possible room for improvement? What is the level of complexity of the customer journey and the volume of customer interactions? After having correctly calibrated your data strategy and formed the dedicated team, business gains should be rapid.

By customer feedback we mean here any form of customer information that allows you to enrich your knowledge of the latter to achieve your business objectives: sell more, develop the brand image, build loyalty, collect ideas to innovate, improve your offer and motivate your employees, among others …

These customer data should be handled with care in view of the new European regulations on the protection of personal data (GDPR May 2018). This is why it will be necessary to surround yourself with a multidisciplinary team to collect and handle sometimes sensitive data while maintaining a business course.

Customer feedback is a set of data, more or less abstract: figures, equations, scores, comments. Among this rich mix, we must distinguish between structured and unstructured data and choose the feedback management solution according to the power of its semantic analysis module (which will make the data speak!)

“Big Data and its analysis will become a key competitive factor, supporting new waves of productivity growth, innovation and added value for the customer. “What types of data do we collect from our customers?

  • Digital: linked to our consumption of screens on various devices. It is in this category that we place customer feedback (spontaneous or collected by brands.)
  • Behavioral: reflect our use of connected objects (IoT) and other geolocation data
  • External: resulting from open-data and data transfers between companies (¡GDPR 2018 !)

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What data path to optimize the Customer Xperience?

“Each point of contact with customers must give rise to a consistent, fluid and high-quality collection of all the data likely to enrich the knowledge we have of them. ” Antoine Denoix, CDO group AXA


Whatever the type of data and its origin (devices, stage of the customer journey, geographical area, etc.), it is collected by several departments within your company. First of all, it is essential to centralize the storage of data by associating it with a context (data collected by marketing is very different from data processed by the invoicing department). Then, it is strongly recommended to harmonize the XC in the collection of data at all times of the customer journey so that it is not binding.


The role of data managers is to connect the data “channels” precisely in order to consolidate the mass of data in a healthy environment for analysis and appropriate for regulatory and legal compliance. Once the data architecture is well defined, the API-type connectors are well installed, the enrichment of customer knowledge is optimal and your employees will know better than ever how to maintain the relationship with the customer in order to achieve business objectives. .


Customer data is structured, ie “clean” and easy to use. It is now a question of making them usable by all and adapting them to the use cases of each department in clear and easily accessible interfaces. The assimilation of the masses of data and their analyzes should not be restrictive for your employees! They too deserve to be offered a good user experience, their performance partially depends on it …


Based on the analyzes of data scientists and customer feedback platforms, the product owner, engineers and designers now know what customers’ expectations are and how to improve the experience offered to them. And this on the product itself or in the communication, marketing and other support functions of the company which would affect the customer journey (adaptation of the types of content, interfaces of apps, newsletter, invoicing, etc.). We are talking about continuous improvement and innovation here in the event that new ideas are emitted by customers.

With a defined budget and clear business objectives, this team will have to align itself with the ambitions of the management thanks to the knowledge it has of the customers and of the product.

The best way to do this would be to test until you gain customer engagement through A / B testing. Results? More satisfied, more engaged customers and additional income (the ROI of spending on data collection, processing and analysis becomes very clear). The icing on the cake ? By responding more effectively to customers’ expectations, you will be able to transform them into ambassadors of your brand and boost your e-reputation.

The dream team to optimize your customer experience?

“It is at the intersection of the different skills, outside and at the border of the boxes that new interesting things emerge”

    • The Product Owner
    • Engineers are working to improve the offer on the technical and operational side.
    • UX / UI Designers: responsible for designing the experience and interface of your products (platforms, apps, IoT, etc.), they apply the recommendations of Product Owners to improve the XC.

We have just outlined the ideal data path, from the collection to the analysis of customer data to better meet their expectations and continuously innovate. It is with such a scheme that the company really becomes customer-centric since the flow of customer data floods its organizational system up to the highest levels of top management. As Tony Hsiech, CEO of Zappos, says, customer service shouldn’t be just a department, it should transcend the business as a whole.

There remains a decisive step: how to collect this precious customer feedback, data with very high added value, while offering an excellent Customer experience? The answer lies in the choice of opinion gathering tools and best practices. The first step is to offer the best experience to customers by adapting the mode of communication to their environment (of the moment) and to their interaction preferences. Equally important, the company must strive to capture as much information as possible during its exchanges with the client in order to enrich its knowledge of the latter in order to better anticipate the continuation of the relationship.

It is in the logic of Collaborative Marketing that all the complementarity between listening to customers and the strategic vision of managers in optimizing the offer appears.

The contributor:

The impact of data science and feedback management on theJulien Hervy is a Consultant in Customer Knowledge and Digital Marketing (Independent). Specialized in customer knowledge and content marketing, he has led large-scale projects to offer companies new ways to interact with their customers (B2C): WiFi network and humanoid robots. And this, thanks to the integration of new partners specializing in digital. At the same time, he regularly conducts interviews with digital experts and advises companies in the implementation of listening and customer knowledge solutions best suited to their objectives and their environment. (Graduated from ESCP Europe in 2014).

Its objective: to provide the best customer experience by collecting feedback for the continuous improvement of the offer, to boost e-reputation and customer engagement.