From insights to action, not storage

In the latest episode of The Experience Edge, Elizabeth Oates, author of "More Than Just Interesting: How to Build an Insight Function for Impact," shares her expertise on turning insights into actionable strategies.

With over 20 years of experience in the insights industry, Elizabeth has been at the forefront of helping major organizations transform how they approach customer insights, making them essential strategic assets rather than just interesting data points.

Elizabeth delves into critical topics such as collection debt, the lifecycle of insights, and the evolving role of AI in customer experience (CX) and journey management. Her insights are a must-listen for anyone aiming to leverage data effectively in their organization.

Key Takeaways for CX and Journey Management:

1. Aligning Data with CX Actions:

   • Elizabeth emphasizes the importance of aligning data collection with specific CX actions.

   • Businesses should clarify the questions they need answered and ensure every piece of data ties to a decision point.

   • By avoiding collection debt—gathering more data than is used—organizations can make their insights more impactful and credible.

2. Understanding and Avoiding Collection Debt:

   • Collection debt occurs when companies gather more data than they can effectively use.

   • This leads to wasted resources and diminishes the credibility of the insights team.

   • To avoid collection debt, insights teams must align data collection with clear, actionable business questions and decision points.

3. Balancing Historical and Future Data:

   • Utilizing insights effectively requires a balance between analyzing past data (rear-view mirror) and focusing on future strategies (windshield).

   • This balance helps businesses understand historical CX trends while preparing for future customer journeys.

   • Journey managers should leverage both perspectives to inform strategic decisions and drive customer satisfaction.

4. Lifecycle and Relevancy of Insights:

   • Elizabeth discusses the necessity of periodically assessing the relevancy of insights.

   • Not all insights retain their value indefinitely; regular evaluation ensures they remain actionable and aligned with current CX goals.

   • This approach helps journey managers stay agile and responsive to emerging customer needs and trends.

5. Strategic Use of AI in CX:

   • AI accelerates data collection and summarization, aiding journey managers in quickly identifying key CX insights.

   • However, AI lacks the human context needed for meaningful interpretation.

   • Insights teams should evolve from data collectors to strategic advisors and storytellers, using AI as a tool to enhance, not replace, human judgment.

6. Building Trust through Actionable Insights:

   • Building trust with business partners is crucial for impactful CX insights.

   • Insights teams should focus on delivering actionable data that directly influences customer journey management and decision-making.

   • Trust ensures insights are valued and acted upon, driving better alignment and collaboration across teams.

Conclusion

Elizabeth Oates’ insight into avoiding collection debt and leveraging AI provides a roadmap for CX and journey managers. By aligning data collection with actionable CX strategies, balancing past and future insights, and building trust with business partners, organizations can turn data into impactful customer experiences.

Listen to the full episode to explore more about transforming insights into strategic assets from Elizabeth Oates.

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