7 steps for IT leaders to build a data strategy for enterprise feedback management
Learn the methods and techniques to manage and gain insights from customer and employee data.
We’ve long known that IT leaders need to be digital enablers. Today, IT leaders must democratize technology delivery across the enterprise so business decision makers can be more agile. According to Gartner in its Leadership Vision for 2022 report, “CIOs will need to work closely with business leaders to develop digital-enabled business capabilities that generate revenue, improve profit margin, or advance the mission and constituent satisfaction.”
With data being a business’ most valued currency, IT leaders must democratize data so that everyone across the enterprise has access to accurate insights with which to make decisions. This data must be comprehensive, meaning it should combine insights about how customers and employees feel (experience data) as well as what they did (operational and transactional data) to provide a holistic view of your stakeholders. With those insights you can better design customer and employee experiences that actually resonate.
We’ve written a guide for IT leaders about how to democratize and scale this rich data across the organization. The guide describes the seven steps to democratizing human-powered insights combined with other business data to drive positive business outcomes. We’ll briefly go through each step here, but I encourage you to download the full guide to learn more.
Data democratization step #1: Identify and prioritize key business objectives
As an IT leader, you can’t solve business problems if you’re not aligned with your business peers’ goals. What areas of the customer experience are your CX leaders trying to solve? What are the key goals for your HR team this year? Have those remained constant despite new challenges cropping up, such as the Great Resignation? Once you’ve aligned on business goals, you can better understand what data you need to connect and where it all resides, especially if you’re dealing with siloed data.
Data democratization step #2: Gather the right data at all necessary touchpoints
Your organization may be capturing feedback data in many different places—and this could be scattered even within the same function. For example, the events team within marketing could be capturing feedback from attendees in one system, and your web team could be capturing web traffic data in another. How can you help the marketing function select the right tools and create the necessary processes for them to gather information in a scalable and repeatable fashion?
Data democratization step #3: Connect datasets to derive more value
Data is only useful if the insights derived from it are actionable—and in most cases you need a few different data points to make a key business decision. This is why it’s important to ensure that your customer and employee feedback data can be easily connected to the operational and transactional data that your business generates. One way to do that is with integrations and APIs, so you can flow feedback data into your business-critical applications for a more rounded view of your data.
Data democratization step #4: Protect your data to ensure integrity and manage risk
Data governance ensures that you have more visibility over the data being gathered across the organization—helping to share insights and eliminate data silos. With an enterprise feedback management platform, you protect collected data through enterprise-grade security and compliance, and support growth and innovation by aligning people, processes, and technology.
Data democratization step #5: Share the data across the organization
Make data available to everyone who needs it for richer insights and to encourage collaboration. Seek out a feedback platform that provides a single, consistent environment that lets multiple stakeholders collaborate securely with intuitive analytics features. Your feedback platform should allow your teams to share and collaborate over the data using the tools they use at work every day, including Microsoft, Tableau, and Marketo.
Data democratization step #6: Enable users to uncover actionable insights
In the spirit of democratizing data, invest in an enterprise feedback platform that has intuitive analysis tools so that your employees can quickly get insights. When only data scientists can use your organization’s software, only data scientists will dig into your data, so invest in tools that welcome your non-specialist user to start searching for insights. By using an AI-powered feedback platform, your users can quickly reveal richer and contextual insights.
Data democratization step #7: Record the impact and success of the data strategy
Your data strategy should be viewed as a continuous learning experience. Measure the impact and success of feedback data and analytics so you can constantly re-evaluate and refine your processes.