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BizReport : Advertising : August 18, 2014


Partnership to roll out data-focused customer experience

There is a dearth of data in the online space: data about how customers make purchases, data about interests, data about paths to purchase. A new partnership in the online space is set up to use data to improve overall customer experiences online.

by Kristina Knight

"For businesses, every customer interaction is a learning opportunity - and putting customer insights and actions into the hands of employees across an organisation ensures they all benefit from those opportunities as much as possible," said Michelle de Haaff, VP of Marketing at Medallia. "Our partnership with TNS allows us to jointly deliver solutions to organisations that combine years of research in best practices around customer experience with our platform that enables organisations to operationalise those best practices."

The partnership breaks down like this: Medallia's CEM platform will collect customer data from across different online touchpoints - social, mobile - and channels. TNS's TR*M platform identifies the gaps between customer's needs and a brand's performance. Together, the partnership offers customer feedback with both financial and operational data to better define the customer experience.

"TNS and Medallia's combined solution will trigger a paradigm shift in how organisations use customer feedback data, moving from just understanding customer insights to driving real operational execution of customer experience improvement," said Stefan Schmelcher, Global Head of Customer Experience Management at TNS. "The solution goes beyond traditional approaches, where insights were often kept to small groups and only delivered in standard reports. Instead, it brings the voice of the customer into organisations' daily operations, uniting teams around customer success and ultimately driving company performance and transforming businesses."

Image via Shutterstock

Tags: advertising data, customer data, Medallia, online data, TNS Global










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