A new urgency is uniting people in marketing, management and customer-facing roles: the need to capture insights from people to drive real-time, data-driven decisions. To stay competitive, enterprises face the challenge of collecting that insight, and are turning to new ways to help engage and encourage users to provide them with true, fast feedback.
eHarmony is one company that uses accurate and fast customer data by tweaking its unique relationship questionnaire, and even mobile access capabilities, based upon users’ quickly changing habits. “Better, cheaper, faster feedback means better business results,” says Ryan Smith, CEO of Qualtrics, a software organization that helps businesses collect ideas and feedback from customers and employees to make better business decisions.
With this in mind, organizations are now analyzing data to learn about the tendencies of their customers and to quickly act upon the findings – and these researchers now range from IT departments to senior management. While accuracy of data is important, it’s often crucial that any user can access this data, and visualize it using an intuitive interface. Big Data analytics software like Splunk and Tableau now offer data output dashboards and visualizations for users to track data trends and see results in real time.
Often overlooked, organizations can also use visualizations to collect actionable, true customer data – from any type of customer – and return fast results. “While feedback is nice, results are better,” says Smith. Here are some examples of how businesses are using data visualizations to produce such results.
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