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Customer Data Maturity Journey

How to Uplevel Your Business to Be More Customer-Centric

Customers—they’re the unifying force behind all businesses, regardless of size, industry, or product. Providing a valuable customer experience is paramount for any organization’s success, especially at a time when expectations are sky high. However, often businesses are forced to make assumptions about their customers without the data to back them up.

Let’s be real: it’s challenging (and risky) to make major business decisions that impact customers if you don’t have a comprehensive view of your customer behavior across all of your channels. However, getting this view isn’t a one-and-done project. Your customer data is a product, just like your website and the services you offer. As such, your customer data program requires constant iteration to evolve and eventually drive decision making across your organization.

At Heap, we’ve talked to and studied thousands of organizations about their customer data maturity journey. As a result of this research, we’ve noticed a trend in how organizations evolve their data programs and have augmented their insights.

How Mature is Your Data Program? Find Out and Get Customized Best Practices.

Enter the Customer Data Maturity Quiz. With only 10 questions about your data program, you can discover where you are on your customer data journey—and how you’re placed on the Customer Data Maturity Curve compared to other organizations. After taking the 3-minute quiz, you’ll get customized tips on what you can begin doing immediately to optimize your program in its current state. You’ll also get detailed steps on how to get to the next stage of your customer data journey. Here’s a preview of the stages in the curve.

Level 1: Measurement

At this stage, organizations are working to understand how many people are accessing various parts of their website. This is typically achieved with using Google Analytics Free or other similar platforms. This stage enables you to gain basic data, but you’re limited to a static aggregate view. In other words, you can’t see how specific cohorts are using your site.

Level 2: Data Adoption

At this stage, organizations are in the process of adopting data as a core part of its strategy. Clear baselines for traffic and engagement exist, customer-centric data provides some actionable insights, and exploratory analysis is underway.

Level 3: Data-Driven Optimization

Businesses at this stage have business-wide KPIs, and can measure the effect of product, marketing, and customer success changes on those metrics. If you’re able to segment your users and are running multiple experiments, you’re likely at level 3.

Level 4: Complete Customer View

At this stage, organizations often have a data warehouse, a centralized data team, and maybe even a data lake. And because the customer’s journey rarely begins or ends with just website interactions, you’re integrating and combining datasets from various parts of the customer journey. The result? A more complete view of what aspects across channels you can optimize.

Level 5: Automation

Organizations at this stage are at the pinnacle of the curve. These organizations leverage data to drive their business strategy across all functions—think Netflix, Amazon, Google, and others.

The Data Maturity Curve is a valuable asset for any organization looking to uplevel their customer data strategy. Take the Customer Data Maturity Quiz and find how you rank on the curve and gain resources on how you can take your organization’s program to the next level.

Timery Crawford

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