Today on CX Lore, we talked with Dmitry Isupov – the co-founder at Chattermill. With a background in mathematics and data analysis, Isupov is fantastic to explain the role of a data analyst in CX. We discussed the essential skills needed to master the field of advanced data science.
The focus of our conversation was unstructured data. As Isupov explained, this is text-heavy information gathered through social media channels, chats, email conversations with customers, etc. Research by IDC predicts that 80% of global data will be unstructured by 2025.
In this interview, you will discover what companies need to do to build a healthy infrastructure for analysing customer data across multiple channels. Below are the key points from this highly informative discussion.
The 3 essential skills of a data analyst in CX
Isupov explained that data analysts working in the field of CX are more often faced with broader business requests and siloed data. This further requires them to be fluent in working with multiple data sources and across different departments.
However, the work of analysts boils down to three essential tasks: extracting data, analysing them, and presenting the findings through actionable insights and actual business inputs.
The steps of establishing the infrastructure for data analysis
In the past, companies would obtain more data to build an infrastructure for data analytics. However, with the new tools and a better understanding of how data works, we learned that more information is not necessarily good.
Instead, Lupov suggests beginning with an understanding of the value of existing data and insights. Here are the three recommended essential steps to establish a healthy data infrastructure:
- Understand the existing data sources
- Working with existing data sources to identify customer journey maps
- Unifying existing data with any nuances company might have
Trends we are about to see in the future
Data analytics is a rapidly developing field and will only be more important in the CX industry. According to Isupov, we can expect to see platforms perfected to eliminate data siloes, and help companies gain a holistic picture of their customer’s experiences. There are three major trends we are predicted to see soon:
- Building platforms for unifying multiple data sources will give us another level of understanding of customer experiences.
- Ability to predict what’s wrong before the customer realises. In other words, companies will get the opportunity to ease the frustration timely, and to ‘wow’ their customers.
- Machine learning will develop to the extent that it can produce a written report about the problem and deliver it to the insights team.