SUMMARY
The experience a brand is able to offer today weighs as much as, and often more than, the product or price.
Customers choose, stay, or leave a company based on how they feel about each interaction, from first contact through post-sale.
It is no coincidence that, according to international studies, 70% of customers choose a brand based on the expectation of a positive experience, even before evaluating cost or quality of service. At the same time, more than 80 percent of consumers interact with brands through multiple channels, expecting continuity, consistency and personalized responses at each touch point.
Data become the true driver of the customer experience. Companies that succeed in turning information gathered along the customer journey into concrete actions not only improve customer satisfaction, but also build loyalty, brand value, and sustainable growth over time.
Why data is the engine of customer experience
Every customer interaction-from site visits, chat messages, phone calls and purchases to reviews and complaints-generates valuable data.
These streams of information are true strategic assets because they tell how customers behave, what they are looking for, what they value, and where they encounter difficulties.
And this enables companies to make better decisions , improve internal processes , and deliver more consistent and personalized experiences .
By analyzing these information flows, acompany can:
- better understand customer needs, for example, which products or services attract the most interest, which messages communicate effectively, and which points in the process generate frustration;
- predict future behavior, thanks to the analysis of historical data, it is possible to anticipate needs and propose solutions before the customer even requests them;
- personalize the experience at each touch point, offering tailored advice, offers, and assistance, both online and offline;
- improve internal processes and services by identifying bottlenecks, inefficiencies, or underperforming touchpoints and optimizing them to increase customer satisfaction.
In short, every piece of customer-generated data becomes a concrete decision-making tool, turning seemingly simple information into a competitive advantage, capable, therefore, of increasing loyalty, operational efficiency and the overall quality of the customer experience.
5 mistakes to avoid for in a data-driven strategy
Even the most structured companies can struggle when it comes to transforming data into effective Customer Experience. At INGO we often observe five recurring critical issues that, if overlooked, drastically reduce the impact of data.
- Accumulation of data without concrete activation
Gathering information is only the first step; if data remain in systems or reports and are not transformed into operational actions, the value of the customer experience remains merely theoretical.
Instead, data must become actionable insights to make real decisions and improve each touchpoint. - Silos between teams and channels
When data is compartmentalized between departments or channels, the company loses the complete view of the customer. As a result, messages are inconsistent, experiences fragmented, and opportunities for personalization are lost.
A successful strategy integrates data collected from all touchpoints, enabling coordinated, omnichannel management. - Automation without customer journey vision
The use of AI, chatbots or automated systems is effective only when embedded in a more comprehensive strategy. Automating processes without understanding how they fit into the customer journey can worsen the experience, generating frustration instead of value. - Focus only on operational KPIs
Measuring only response times, tickets resolved, or call volumes does not tell the whole story. It is also critical to assess customer satisfaction, consistency of experience, and real impact on business results.
Data becomes truly strategic only if it is geared toward improving the actual experience. - Neglecting personalization and human contact
Relying solely on automation risks alienating discerning customers. The human element remains critical to building trust and relationship.
The best strategies combine technology and human interaction, delivering consistent and personalized experiences without sacrificing quality of contact.
How to turn data into action: the role of INGO as a knowledge company
A knowledge company provides technology services and solutions, but its strength lies in turning information into strategic knowledge and guiding companies in using data to make concrete decisions, optimize processes, and improve the customer experience.
In this sense, INGO supports its clients every step of the way, helping them transform the data collected from various contact channels into useful insights and effective actions.
INGO’s approach begins with the integrated collection of data, both digital and physical, from e-commerce sites to contact centers, from smart devices to healthcare facilities. In this way, each interaction-a site visit, a chat message, a purchase, or a complaint-is tracked and analyzed in the context of the overall customer journey. It is not about accumulating information, but building a clear and detailed picture of customer behavior.
Throughpredictive analytics and dynamic segmentation, data are transformed into actionable insights:
- in the healthcare sector, the information collected from patients allows for anticipating needs and improving patient engagement, offering personalized services while fully respecting privacy.
With the AI Reception solution , INGO has automated the response to requests arriving at the switchboard of one of the most important hospitals in northern Italy, the system has achieved autonomous management of80 percent of calls, with a drastic reduction in waiting time and a 30 percent cost savings compared to traditional management; - inecommerce, data analytics allows you to optimize automated messages, come up with targeted offers and reduce customer service response time, increasing conversion.
In this area, working with clients such as AW LAB, INGO has optimized customer service through inbound solutions and a multichannel trouble ticketing platform. More than 80 percent of customer inquiries are resolved within one business day, helping to keep user satisfaction high and reducing the time it takes to handle requests. - in the utilities and retail markets, the use of data enables the prediction of peak demand or criticality in services, ensuring a consistent and frictionless experience;
- in the smart-tech and manufacturing sectors, device and interaction data help provide proactive and personalized support.
In anelectronic distribution company, automation made it possible to absorb up to 40 percent of telephone traffic during peak seasons, reducing wait times and ensuring that all requests were answered, even at peak times; - in financial services, the information collected allows products and communications to be tailored to customers’ needs;
- Inhospitality, data integration creates tailored experiences, anticipating customer desires and preferences and increasing loyalty.
In a project with a resort chain., INGO integrated AI and human operators to handle customer requests. Through this solution, about 36 percent of call center and chat requests were handled autonomously by AI, reducing wait times and allowing operators to focus on more complex requests. The approach resulted in higher customer satisfaction and improved operational efficiency, without compromising human contact when necessary.
INGO’s added value lies in bringing together technology, processes, and market expertise, turning data into concrete actions that improve touchpoints, communications, and services. In this way, the company doesn’t just get numbers or reports: it gets strategic guidance to make every customer interaction effective, consistent, and memorable.
The future of customer experience: turning data into emotions
Every interaction with the customer-a click on the site, a chat message, a phone call, a review-is a valuable clue to his or her behavior, expectations, and desires.
In this world, data become stories, insights and opportunities to surprise the customer at the right time.
Companies that can read these signals, interpret them, and turn them into concrete actions will have a real competitive advantage because they can deliver consistent, personalized, and memorable experiences at every touch point.
INGO works exactly from this perspective in that it does not just provide technology or reports, but guides companies in transforming data into strategic knowledge and concrete decisions, creating tangible and lasting value.
Every piece of data collected thus becomes an opportunity to anticipate needs, surprise customers, and build lasting relationships.
This is not a distant future of Customer Experience, it is what data-driven companies can achieve today, with the right strategy, the right method, and the right partner. And INGO stands by its customers to make this vision concrete and measurable.
Talk to our customer experience experts
Turning data into experience requires method, vision and expertise.
Learn how to build a truly data-driven customer experience by integrating data, technology and processes throughout the customer journey.
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INGO, thanks to multichannel and technological innovations, is able to build specific projects for each company, following the process from the initial analysis phase to the implementation of integrated, scalable and modular omnichannel strategies. For over 20 years, Made in Italy at the service of the customer experience.
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