Research. We do a lot of it. Every year, countless marketing organizations strive to more accurately understand their customers by conducting surveys, sitting in focus group, and running study after study.
After awhile, it all starts to pile up. Resulting in most teams sitting on an enormous amount of information and insights about their customer. And yet, the only step most teams take to tap into this incredible wealth of customer understanding is to throw all their files into a disorganized knowledge management system. Unfortunately this often creates more problems than it solves.
Despite having some sort of knowledge management system in place, most marketing organizations would agree that asking questions of their existing research is still an extremely frustrating and unrewarding process. Simply assessing whether you do or don’t have research on any given topic can take days. Even worse, extracting answers quickly from the research you do find is nearly impossible as the underlying data is locked away in a final report that can’t be manipulated.
To finally resolve this issue, many of the world’s best teams are investing in new technologies to help democratize their customer research data in new and powerful ways. Not sure if it’s time to consider looking into data democratization technologies for your own organization? Here are five signs to look for that may indicate your knowledge management system just isn’t cutting it:
If your company is experiencing any of these pain points, there’s hope!
Faced with the limitations of traditional knowledge management solutions, many companies are starting to think about deploying data democratization technologies to facilitate greater access to insights. Data democratization refers to the process of making vast amounts of data accessible to everyone within an organization, enabling team members at all levels and functions to access and leverage customer data. The better everyone at your organization truly understands your customers, the better you can serve them. Data democratization platforms make this possible.
If you’re interested in learning more about this topic, we’ve put together the Definitive Guide to Data Democratization. This guide will help you understand how anyone at your organization can get instant answers from your customer survey data - and make better decisions for your company.
Time to democratize your data!
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