The more carefully data is analysed, the better the understanding of the needs of consumers – which ultimately improves customer experience (CX). Gathering accurate and reliable data is vital to this process.  As such, developing a data-rich strategy is central to determining how successfully data is transformed into actionable insights that can be used to benefit the customer. It also leads to data collection based on facts. Ultimately, customer-centricity and personalisation are key. To create a positive CX experience, data must be used intelligently. Regan Adams, CEO of financial services provider RCS, argues that a universal approach to understanding the customer won’t work in today’s environment.  Instead, personalisation is what matters. Creating effective data-rich strategies is about using targeted data, relevant to the individual as opposed to a blanket approach. Targeted information allows for the transformation of data into tailor-made customer experiences. Investing in i...

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