CXPA recently released a new publication focused on how CX professionals and data owners in their organizations can collaborate more effectively one another. One of the co-authors of the publication, Jessica Zeroual, CCXP, joined CXPA’s Gabe Smith, CCXP for a CX Day discussion on the inexorable link between CX and data.
The Significance of CX and Data Collaboration
“Without good data and good data governance, it’s very difficult to truly understand the voice of the customer,” Zeroual said, explaining that the core of any CX program rests on data--making collaboration with data owners essential for a strong foundation.
The publication caters to a broad audience, primarily targeting CX professionals while also helping data
owners understand the needs and perspectives of their CX counterparts. Zeroual believes that this book will help CX professionals grasp the significance of data, data governance, and the need for collaboration. “It’s not a one-size-fits-all,” she said. “Once there’s an understanding of what each person is doing, we can work together to produce the outcome we want.”
Defining Data Owners
To level-set, Zeroual provided a clear definition of data owners that encompasses individuals involved in data collection, integrity, security, and privacy, including data stewards and custodians. Their roles span different areas, from obtaining customer data for surveys to managing call recordings in contact centers. The complexity of data can lead to disconnects and silos. Bridging the gaps can only come from better understanding of roles and functions, a key goal of the publication. “In the end, once you break down the silos and disconnects, you can bring out a better understanding of your customers, their voice, and ultimately perform better as an organization,” she said.
Favorite Quote
"Siloed, hidden, and inaccurate data throughout the organization result in disconnected actions and poor decisions. Organizations that take a holistic approach to data will ultimately perform better than those that do not."
"Effective Collaboration Between CX and Data Owners" is a valuable resource that breaks down the complexities of data ownership and governance in the context of customer experience. It empowers CX professionals to foster collaboration, facilitating a better understanding of data's role and its significance in achieving common goals. Intrigued? CXPA Members can read this publication for free at www.cxbookstore.com. Digital PDF download or physical softcovers are available for purchase.
The full interview can be found below.
#2023
#CXDay
#MetricsMeasurementandROI