Balancing Personal Experience with Data

Some fascinating insights from a survey recently published by Accenture.

'When making decisions about what customers want, many organizations are just as likely to rely on personal experience as analysis of data and facts.

Even amongst organizations actively using analytics in marketing, sales and service, most are not applying it broadly across the full spectrum of marketing and customer activities such as pricing, product/service delivery, and product development.'

Of course personal experience is important and how that experience is applied can be the difference between the successful and unsuccessful business. However, there is also the need to balance personal experience with data and to explore carefully any significant discrepancies between the two before taking that final decision.   

Customer surveys are therefore an important tool in ensuring that both data and personal experience are available to support the decision-making process.