Forrester: Over-reliance on big data, siloed teams impede customer insights

As marketers, we strive to design customer experiences that leave lasting impressions, drive conversions and keep our customers coming back for more. But do we rely too heavily on big data instead of honing in on the specific actions that drive customer engagements?

A recent report from Forrester commissioned by customer insights software firm FocusVision surveyed over 500 U.S. consumers to describe what they thought and felt was a truly memorable customer experience and the specific elements of the component that made it memorable. Forrester also surveyed over 200 B2C marketing decision-makers, including 54 CMOs, to gain insight into what methodologies they use to understand their customers.

Author: Jennifer Cannon

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