Data analytics will 'improve customer experience', say 42% of executives

Almost half of executives worldwide predict data analytics will result in an improved customer experience across the board, according to research from Forbes Insights and SAS.

Forty-two per cent of respondents predict there will be a noticeable shift in their ability to deliver a superior customer experience two years from now.

Presently, 29 per cent of executives who currently use data analytics have witnessed a considerable change across the board in delivering a positive customer experience, with 35 per cent seeing a shift in many areas.

Only nine per cent noticed no changes in customer experience, with the same number predicting a similar outcome in two years time.

However, this means just over 90 per cent of respondents experienced some change to customer experience due to the implementation of data analytics.