THE BIG BOOK

OF CUSTOMER THE BIG BOOK

INSIGHT AND
ANALYTICS 2022
Expert advice from Huawei, Spotify and Pinterest on
how to utilize customer data to power CX solutions like
personalization, and real-time and predictive analytics

DISCLAIMER: The information in this piece does not constitute as legal advice and so should not be regarded as such.
Foreword Contents
2

Applying customer data for optimized CX offers brands analytics. However, many companies struggle with About the respondents
an insight into their customers’ behaviors and signals, several hurdles in its implementation, including data page 3
allowing them to target customers better, solve their silos, problems integrating data from diverse sources
pain points and provide meaningful experiences to and failing to fully understand customer behavior across Enable CX optimization by ensuring data infrastructure
customers. When surveyed by CX Network for the Global digital channels. To achieve full visibility over customer page 5
State of Customer Experience 2022, CX practitioners data, many companies have been developing new data
noted that data and analytics had the biggest impact practices and technologies. Democratizing data to combat data strategy challenges
on their work. The financial benefits of investing in data page 7
and analytics and providing personalized experiences This research report gathers the insights and
are evident, with Accenture reporting that more than experiences of an expert panel of 198 CX professionals Applying data for CX personalization
nine in 10 (91 percent) of consumers are more likely surveyed by CX Network to shed light on the current page 9
to shop with brands that provide relevant offers and state data and analytics applications for enhancing
recommendations than those that fail to do so. CX efforts. This report provides context to the ways Understanding predictive and real-time analytics
companies are using their customer data identified by page 11
Applying data can enhance customer experience in a the expert research panel by drawing on commentary
number of ways, including personalizing experiences from CX experts from a range of organizations such as Final remarks
to individual customers as well as giving brands the Huawei, Spotify and Quadient and forecasts for the page 13
capability to introduce both real-time and predictive remainder of the year.
About Quadient
page 14
“Predictive analytics put customers into personas and helps target
marketing and sales process adjustments that maximize the outcome. About CX Network
page 15
The best part is that predictive analytics constantly refresh, ensuring that
changes in the market instantly trigger a new response.”
Scott Draeger
Customer experience officer, Quadient

The Big Book of Customer Insight and Analytics 2022

About the respondents 3

To gain an understanding of the survey respondents, here is a visual breakdown of the 198 surveyed customer
experience experts in financial services including their seniority, industry and geography.

Function Job title

Customer experience Marketing Online customer experience C-level Manager

Digital marketing Customer insight Operations SVP/VP Analyst
Contact center Customer service Sales Director Other
Executive team IT Other Head

21% 3% 4% 10% 9% 7% 10% 8% 1% 10% 8% 9%

25%
9%
18% 5%

15%

16%

10%

27%
0%

Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022 Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022

The Big Book of Customer Insight and Analytics 2022

About the respondents 4

Sector 3% 18% 9% 8% 3% 5% 5% 10% 6% 5% 28%

30%

Consumer goods Retail

Financial services Telecoms
Healthcare Travel/hospitality
High-tech Utilities
Manufacturing Other
Media/entertainment

Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022 0%

Where does your company operate?

15% North America Europe 23%

10% South America EMEA 4%

17% Global Asia-Pacific 27%

Africa 4%

Global
Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022

The Big Book of Customer Insight and Analytics 2022

Enable CX optimization by ensuring data infrastructure 5

Which of the following do you use to identify customers across devices and touchpoints?* When it comes to data infrastructure, almost one in
* Respondents could select more than one option four (23 percent) of those surveyed by CX Network for
The Big Book of Customer Data, Insight and Analytics
stated that they had severe data issues, with either
no or limited access to customer data, or customer
65% 45% 32% 27% data being siloed by channel or business structure. For
those who have access to customer data, 30 percent
noted that they struggle to unify data sets so they tie
Email addresses Phone number Internal identifier (e.g., loyalty Login data from your site
program, account number, etc.) together into a complete view of the customer. This
result is the same as from those surveyed for 2021’s
edition of The Big Book of Customer Data, Insight and
Analytics, which shows that unifying data sets still
24% 17% 17% 17% remains a top issue for CX practitioners.

Authentication credentials Postal address Cookies Online transactional data Simon Elkjær, chief marketing officer of Norwegian
electronics company avXperten, says that businesses
should seriously consider using predictive analytics to
make the most of the data they have already.
16% 13% 12% 11%
“[This] will help them utilize the data they have to
Device ID Social media ID or handle IP addresses Offline transactional data anticipate and keep up with the latest trends that
might influence customer behavior. Doing so helps
businesses become more proactive and achieve
continuous optimization,” he explains. A unified
11% 8% 5% 2% view of the customer is important for businesses to
implement, as this complete view can help companies
All of the above Third-party persistent identifier None of the above Other make intelligent investments in several business areas,
including stock management, inventory improvement
Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022 and sales forecasting.

The Big Book of Customer Insight and Analytics 2022

Enable CX optimization by ensuring data infrastructure
Peter Grimvall, supply chain development area manager
at IKEA, explains that without this view, companies are
unable to understand stock demand.
He adds: “If it is too much, it increases our costs and
hence prices to our customers, or too little, which means
we won’t be able to provide the right offering to our
customers. This can have a big impact on our business
and the way we serve our customers.”
Global accounting and reporting senior director for
Huawei, David Wray, notes that for data to be able
to be unified it is crucial that companies complete
foundational data tasks such as ensuring data hygiene,
centralizing repositories, mining data lakes and driving
data integrity.
The Big Book of Customer Insight and Analytics 2022
He suggests that businesses introduce enterprise-wide
naming conventions and taxonomy for data points.
“It is incredible the number of companies that do
not have this consistency [of data],” Wray notes. “This
set-up leads to an extremely inefficient environment,
and a significant loss of potential value, because the
data has to be cleaned to a point where it can be
mapped and connected to other related and relevant
pieces of information.”
By keeping data consistently named, it is easier for
everyone in a company to have a complete view of
all the data available to them. It will also reduce the
chance of data silos being created, as all references to
data will be kept consistent across the organization.
6
Which option best describes the current state
of your organization?
* Respondents could select more than one option
We cannot access or have limited access to customer data
Data is siloed by channel or business function
Data sets do not tie together into a unified view of
the customer
Data is accessible and unified from most sources, but
incomplete customer profiles still hold us back
Data is accessible and unified from most sources, but we
only use it for a limited amount to drive customer experience
We have a holistic, near-complete view of our customers
which is core to our business activities and decisions
12%
18%
21%
15%
19%
30%
Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022
Democratizing data to combat data strategy challenges
What are your biggest customer data challenges? *
* Respondents could select more than one option
Data silos
Integrating data from diverse sources
Understanding customer behavior across digital channels
Finding relevant data insights
Identifying customers across multiple lines of the business
Internal legacy systems
Poor data integrity
Turning insights into action
Managing data in a way that honors user consent without hindering innovation
Missed cross-selling and up-selling opportunities
0%
Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022
The Big Book of Customer Insight and Analytics 2022
7
Breaking down data silos
Almost half of those surveyed (46 percent) noted data
silos as a significant data challenge. This is in keeping
46%
with the responses discussed in the first section of this
report, in addition to the 2021 version of this report,
45% where 47 percent of respondents also noted data silos
as a major challenge.
39%
Scott Draeger, customer experience officer at Quadient,
notes that CX issues within a business such as data silos
33%
will inevitably cause other internal inefficiencies. Draeger
remarks that by fixing these CX issues, companies will
29% almost always save and may potentially earn more
money for their business.
28%
“Unifying [your] business with personalized experiences
tends to break [data] silos in ways that help
28% departments have meaningful conversations that
increase the speed of change in the business. When a
28% business can change at a high speed, a business can
beat its competitors and retain customers longer. Falling
Customer Acquisition Cost (CAC) and rising Customer
21%
Lifetime Value (CLV) are often the direct result of
breaking data silos,” he explains.
21%
By increasing customer loyalty in this way, companies
50%
can ensure that their CX efforts are in the best place
to provide a seamless experience for customers.
Democratizing data to combat data strategy challenges
Additionally, by breaking down interdepartmental
silos, they can increase employee experience by
ensuring that all employees have a unified view of
the customer.
Overcoming the challenge
of integrating data from
diverse sources
Integrating data was reported as a top challenge for
45 percent of those surveyed. Integrating data was also
noted to be an issue for 51 percent of respondents in the
2021 issue of the Big Book of Customer Data, Insight and
Analytics. This shows that while the CX practitioners are
beginning to overcome their challenges with integrating
data, it remains an issue for many.
Anthony Brown, senior CRM developer at NatWest says
that when integrating data from various sources it is
crucial for companies to plan ahead and work with
frontline teams that serve customers every day. This will
allow them to understand their challenges and what
they need to make their job more effective, ensuring
that they have the best solution to help teams interact
with customers and improve their experience.
“By using customer feedback to uncover customer
stories and unlock value in customer data NatWest was
able to create more engaging, meaningful and relevant
customer experiences,” he explains.
The Big Book of Customer Insight and Analytics 2022
8
By creating a plan that allows employees who work insights from every step of the digital customer
closely with customers, brands will be able to create a journey. By mapping the entire customer journey,
solution that has full customer visibility. This will allow brands can better understand customer signals and
them to address customer pain points that may not be pain points, allowing them to deliver a frictionless
immediately obvious to those who are in non-customer- customer experience.
facing roles.
“You need to rely on multiple
Understanding customer behavior
sources of data and departments
across digital channels
in your business, because every
Almost four in 10 (39 percent) of CX experts surveyed said methodology has its pros and cons.”
they struggled to understand customer behavior across
Kitty Zhe Xu
digital channels. With the top challenge being siloed
Quantitative user researcher, Pinterest
data between departments, this lack of visibility across
channels is expected.
Kitty Zhe Xu, quantitative user researcher at
Pinterest, says the perspectives of multiple departments
are vital to reaching accurate explanations for user
actions and decisions.
“You need to rely on multiple sources of data and
departments in your business, because every
methodology has its pros and cons,” Xu explains.
“When you have multiple sources of data collectively
telling a coherent story, that’s when your data becomes
compelling, and your story is more valid and trustworthy.”
By involving those across the business in the process of
understanding customer behavior, brands can gain key
Applying data for CX personalization 9

Making process and product Which of the following do you use to personalize customer experiences? *
improvements from feedback data * Respondents could select more than one option

The panel of CX experts noted the most common CX

Process improvements from feedback data 41%
personalization practices are implementing process
and product improvements based on feedback data
(41 per cent and 39 percent respectively). This is the Product improvements from feedback data 39%
same as in 2021, where 45 percent of respondents
noted process improvements based on feedback as Data analysts 36%
the number one initiative to personalize customer
experience, meaning feedback data remains integral to
Automation 33%
improving CX solutions.

Additionally, the use of data analysts for CX Contact center call routing 32%
personalization has increased from 31 to 36 percent
from 2021 to 2022. This shows that those in the CX
Social listening 29%
space recognize the importance of using data analysts
when it comes to personalization.
Customized promotions 25%
While it is a positive sign that over four in 10 CX
practitioners are using customer data to inform Tailored up-selling and cross-selling 23%
improvements, the fact that the majority are not using
feedback data is concerning; the primary purpose of
Dashboards to inform agent decision-making 20%
collecting feedback data is to leverage the insights to
enhance and personalize the customer experience.
Quadient’s Draeger notes that one of the biggest Data visualization tools 20%
mistakes companies make is not sharing this data
0% 45%
interdepartmentally, meaning that not everyone in the
company has full visibility on customer feedback. Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022

The Big Book of Customer Insight and Analytics 2022

Applying data for CX personalization
“This type of data protectionism prevents businesses
from accurately reporting LCV, which hinders their ability
to increase LCV and profitability over time,” he notes.
By sharing this feedback data, companies will be
able to better solve customer pain points and use
customer data to create informed CX solutions based
on useful insights.
Using customer data to power interest in
automation remained steady from 2021 to 2022, with
only a one percent difference between results (34
percent in 2021 and 33 percent in 2022). This shows that
personalized automation remains a top trend for those
in the CX space.
The Big Book of Customer Insight and Analytics 2022
Sidney Madison Prescott, global head of intelligent
automation at Spotify, notes that in order to truly
deliver value with automation projects, there must be a
strong understanding of the existing landscape for the
process in question.
“You must explore the historical relevance of the process:
why did this process originate? What is the goal of this
process? Are current results benefiting revenue levels
or the customer experience? What is the customer’s
opinion of the current process? This foundation guides
how we design technologically savvy process upgrades
that will amplify the strengths of the process and
minimize its flaws,” she explains.
After understanding the data available and the
landscape for automation, organizations can then
analyze how the process can be implemented or
improved on.
Enhancing customer empathy
through contact center call routing
Contact center call routing has remained prominent,
increasing between the 2021 and 2022 surveys, from 28
percent to 32 percent. By using call routing to connect
customers with either agents who they have spoken
with before or who can help them with their query most
accurately, companies can ensure that customers have
a seamless, personalized experience.
10
The popularity of call center routing matches the rise in
automation, as pairing data analytics with AI systems
can bring a deeper understanding of query context,
customer information and sentiment. This allows agents
to gain a higher level of empathy and understanding
for customers, leading to faster resolution times and
increased customer loyalty.
This higher empathy can also help contact center
agents build personal relationships with customers.
Yvette Mihelic, director of customer experience for
rail and transport at engineering contractor John
Holland, notes that due to the rise in customers placing
considerations like value alignment with organizations
over others such as price, this relationship will enable
agents to meaningfully engage with customers.
“[This] will ultimately result in increased loyalty,
advocacy and lifetime value. Through frontline teams
and digitalized interactions that are personalized and
contextualized to individuals rather than market groups,
organizations are able to secure higher sales ratios
through increased customer satisfaction – essentially
demonstrating the monetization and commercialization
of customer experience,” she explains. This enhanced
personal relationship is also beneficial both to customers
and employees, as it allows agents to truly have the
customer in mind when dealing with queries, while also
making customers feel as though they personally matter
to the brand.
Understanding predictive and real-time analytics 11

The majority of CX practitioners are still not using real-

time (72 percent) or predictive (77 percent) analytics.
While the use of real-time analytics has stayed
relatively constant with 72 percent not using them in
2021, the use of predictive analytics has increased,
with 86 percent not using it in 2021. This shows that CX
practitioners are starting to accept these technologies,
with those surveyed stating that, if they use such
analytics, they do so to understand customer behavior
and target them better, for in house-chatbots or for
Google analytics dashboards.

Using real-time analytics to close

the communication gap
For the 28 percent of respondents who use real-time
analytics in some way, they note that it can be
used for a range of applications in the CX space,
including personalization.
Sam Phillips-Lord, now senior customer insight
manager at Hastings Direct, notes that when he was
working for energy company E.ON real-time feedback
was used to close the communication gap between
agents and customers.
Originally, if a customer called E.ON there could be up
to a week’s delay until they received a feedback survey
call, which relied on the customer being available and
willing to pick up. The program was changed to a real-
time feedback loop, meaning if customers called E.ON,
within an hour they would get a text or an email asking
for feedback. Steps were also taken to ensure feedback
was channeled to the right departments and being
actioned by the relevant people, to ensure E.ON was
utilizing the full value of customer feedback provided.
As soon as customers gave their feedback, it was
immediately made visible to those who it was relevant
to. This allowed managers to employ reactive coaching
based on real-time feedback, allowing any pain points
to be targeted directly and eliminated.
Phillips-Lord notes: “We did improve NPS significantly
through that real-time feedback loop, getting feedback
to advisors and managers to make sure that they were
improving things in real-time.”
By using real-time analytics, companies can circumvent
data silos, as the data is being shared interdepartmentally
as it is received. This means organizations are able to
avoid the challenges previously mentioned in this report,
like being unable to understand customer behavior.
Using predictive analytics to
enhance personalization
While more CX practitioners are using predictive
analytics than in 2021, the majority of them still are not.
However, over two thirds (37 percent) of respondents

The Big Book of Customer Insight and Analytics 2022

Understanding predictive and real-time analytics 12

noted that predictive analytics are ‘on the radar’ Does your brand use real-time analytics to optimize interactions with customers?
for them. The move towards predictive analytics is
likely to mirror that of the move to automation for
many companies, meaning that there will be a rise in
companies using predictive analytics within the next five 38%
to 10 years.
Always
Yes, in most cases
For companies looking to implement predictive Yes, some of the time
analytics in the future, Quadient’s Draeger suggests Not yet, but it’s on our radar
23% 34%
ensuring that data is clean first by evaluating sources No

of new third-party data to augment existing data,

then conducting a legal audit of said data to ensure
it is not violating any data privacy clauses. After this, 4%
1%
businesses can implement and reap the benefits of
predictive analytics.
Does your brand use real-time analytics to optimize interactions with customers?
“Predictive analytics puts customers into personas
and helps target marketing and sales process
adjustments that maximize the outcome. The best
part is that predictive analytics constantly refresh, 37%
ensuring that changes in the market instantly trigger Yes, in most cases
a new response. This can help you pitch what will sell, Yes, some of the time
Not yet, but it’s on our radar
help the customer onboard faster and use the recent 40%
No
experiences of others to guide the next set of customer
journeys,” he explains. 20%

This targeted marketing means that companies can

introduce hyper-personalization, matching CX initiatives 3%

to their customer base and offering them an even more

tailored service. Source: CX Network’s Big Book of Customer Insight and Analytics survey 2022

The Big Book of Customer Insight and Analytics 2022

Final remarks
In addition to using these best-practice scenarios to
better model their own data strategies, observing how
other brands are achieving success in CX solutions
through the application of data and analytics can help
companies understand how this practice is evolving.
By utilizing the advice of brands that are seeing success
in the data and analytics space, companies can move
forward with their personalization journey. This can
be enhanced by companies analyzing how they are
currently using solutions like call center routing, process
and product improvements based on feedback and
automation to personalize CX. Brands can then evaluate
their practices against the best-in-class examples for
how to improve said solutions, or how to implement them
if they have not yet.
When analyzing the application of solutions like
real-time or predictive analytics, it is clear that CX
practitioners remain hesitant in implementing these
solutions, however they appear to be progressing.
When looking to implement these solutions, companies
should implement strict data hygiene to ensure they
can reap the full benefits. The main issues facing CX
practitioners when developing and implementing data
The Big Book of Customer Insight and Analytics 2022
13
initiatives include data silos, integrating data from
diverse sources and understanding customer behavior
across digital channels. As these issues are linked and
often feed into one another, by offering advice on how
to overcome them, companies will be able to target all
three issues at once.
Finally, when considering the VOC feedback practices
implemented by companies, unifying data and sharing
VOC feedback still remains an issue for the majority of
those surveyed. It is clear that this is an issue that the
majority of companies deal with, and therefore should
be tackled appropriately.
By using the advice offered here in regard to data
management and practices, and making themselves
aware of how to overcome the challenges that may
arise when dealing with said practices, companies can
move forward in gaining enhanced visibility on business
operations and customer behaviors in order to progress
their CX efforts. The improved agility gained from this
can put companies in a better place to respond to both
market shifts and to proactively target and eliminate
problems before they occur.
About Quadient 14

At Quadient, we help companies build powerful connections with their customers. Because
connections matter.

Quadient equipment and software optimizes communications across mail, email, online
and parcels. We help our partners control expenses, improve efficiency and boost customer
engagement through personalized communications.

For all businesses – small or large, local or global – every customer interaction is critical. Today,
a business transaction is much more than that – it’s an opportunity to make a meaningful
connection. A moment to make a positive impact on someone’s life. It’s an opportunity to turn a
customer into a brand advocate — a chance to create a customer for life.

Quadient is the driving force behind the world’s most meaningful customer experiences.

Learn more

The Big Book of Customer Insight and Analytics 2022

 CX Network’s 2022 Calendar 15

Online Research Expert Insights Benchmarking Market Webinar

Content formats: Webinar
Events Report eBook Workbook Update Day

January February March April May June

Predictive CX Employee experience CX APAC Journey Management CCW Digital ANZ Automation

Buyers Guide VOC Self Service CX APAC Report CX Personalization CX APAC

CX Automation in Digital CX Calculating ROI in CX VOC Global State of CX Rules for

APAC Report Self-Service
Buyers Guide CX Metrics Checklist NPS and Customer
Custom Slot in APAC Advocacy CX Data and Analytics CX in Travel and
Predictive CX in APAC Hospitality
in APAC Speech Analytics Custom Slot
Global State of CX Day Custom Slot
Custom Slot Custom Slot
Custom Slot

July August September October November December

Contact Centers Financial Services VOC APAC ROI in CX Future Contact Center CX Trends and
Trends and Tech APAC Predictions
Big Book of Data Omnichannel Data and Analytics CX in Telecoms
Insight and Analytics Digital CX 2021 Customer Experience
Digital CX AI in CX CX in Financial Predictions 2022
CX in Retail Services Contact Centres
CX Journey Mapping Custom Slot
Personalizing CX in Automation Omnichannel Models Data & Analytics
APAC How to Master
Customer Intent Chatbots Custom Slot VOC APAC
Custom Slot
Custom Slot Custom Slot Custom Slot

The Big Book of Customer Insight and Analytics 2022