First-Party Data Collection is Key to Providing a Better Customer Experience

Building trust with your customers must happen before they’re willing to share personal information that your company can use to enhance the customer experience. In 2023, businesses and organizations will focus on building customer trust along with first-party data reserves collected from customers that the organization can use to personalize the customer experience (CX), according to a new report from Sitel, a global provider of customer experience products and solutions. “Creating personalized customer experiences has never been more important,” says the Sitel report. “For 60 percent of consumers and 70 percent of , some level of personalization is now a CX expectation.” At the same time, the report found that only about one-third of consumers are prepared to directly share more of their personal information with a brand. “Luckily, for any brand with a mature CX delivery in place, there’s already a trove of invaluable first-party data available and it rests within the contact center,” says the report. “If this unstructured data can be analyzed and combined with structured data within the organization, such as information resting within the CRM or analytics from the web and other digital assets, insights will begin to emerge.” What first-party data can do for your organization Your company or brand needs access to first-party data to personalize the customer experience. First-party data examples include the following, according to customer experience, sales and marketing software company HubSpot: Demographic information Behaviors or actions taken across your website, app and/or product Data in your customer relationship management (CRM) software Social media threads Subscription-based emails or products Survey data Customer feedback Customer purchase history Online chat transcripts “First-party data originates from the direct relationship with your customers like your CRM, email engagement and website behavior,” according to data and customer service technology provider Lexer. “And it’s arguably the most valuable to the brand as it is owned, easy to access, unique and actionable.” There is often “untapped potential” in first-party data, especially when the customer data isn’t collected and unified into a customer data platform, says Lexer. Meanwhile, the current level of data interrogation going on provides only a partial picture, according to the Sitel report. “For the clearest and most detailed customer personas, organizations will need to look to social listening as a means of generating greater insights and — crucially — engage directly with customers for feedback that goes beyond rating their most recent interaction with the organization,” says the Sitel report. For example, the report found that one in three consumers want to provide feedback via surveys in order to improve the customer experience. And 17% of consumers would be willing to post an online review of an experience with an organization when asked to do so. “This presents a massive opportunity for organizations to begin and continue a conversation with their customers on the topics of trust and data protection and also about why a greater understanding will ultimately benefit each customer on an individual level,” says the Sitel report. To build trust among your organization’s customers or members in order to gain access to more first-party data you can use to improve the customer experience, Sitel recommends the following steps. Re-establish customer connections with your brand. Have an enterprise-wide approach to data and data protection in place and make sure it’s clearly articulated to customers and employees. Review surveys and other contact center information gathered to learn and take action on first-party customer insights. Then use those insights to begin customer experience personalization. Continually build customer trust by engaging customers. “Organizations have a wealth of first-party data sitting within the business, but it’s useless unless it’s easy to access and its flow isn’t being disrupted by internal silos,” says the Sitel report.

First-Party Data Collection is Key to Providing a Better Customer Experience

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