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Posted by Tony Costa on June 2, 2014
As Marshall McLuhan once said, “Most of our assumptions have outlived their uselessness.” This has never been truer than now, and we have customer data to thank for it.
While data has always played a role in experience design, the digitization of customer experiences — both online and in physical environments — has greatly expanded the depth and breadth of customer data available. As a result, the way CX pros use data is undergoing a significant change. Rather than be passive recipients of data reports, CX pros are becoming active data miners and explorers.
The effect of this exploration is that CX pros, empowered with data that they now have direct access to, are challenging long-held orthodoxy, assumptions, and conventions. Consider the following:
Customer data is no longer the exclusive domain of data analysts. A new model has emerged where all employees have access to customer data and are empowered to use it. The result is a reexamination of every aspect of experience design. I’ll be speaking more about how data is affecting CX pros at Forrester’s upcoming Forum For Customer Experience Professionals East in New York on June 24th and 25th. I hope to see you there.