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Opinion CX Execution

Using Predictive Analytics to Get Out Ahead of the Customer

Data and analytics are useful tools for decision making after-the-fact -- ie. looking back at past customer activity and assessing what worked and what didn't.

But the biggest impact is potentially in the ability to gain real time access to predictive analytics at key stages of the customer journey.

Engagement across the customer journey

The bar is being raised for how big data is used to impact business growth. Empowering team members in real time with the full range of data and analytics available is one of those new goals.

Predictive analytics (out in front of the customer)

Ultimately, it's about getting out in front of the customer:

1. Knowing things before they tell you

2. Being able to predict their behaviors and how tactics by your team will enhance or detract from the sales process.

Toshiba Retail Solutions (a Point of Sales / Loyalty vendor) is partnering with SAS to bring predictive analytics to the Point of Sale (POS). Combining the customer profiling inside a loyalty program with predictive analytics powered by internal and external customer data yields a new level of empowerment of frontline staff to impact sales.

May 5, 2015  
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