Businesses urged to embrace data-driven approaches for better consumer experience

A global leader in analytics, SAS, and its partner in Nigeria, Avante Consulting Solutions, have brought together experts to discuss how to navigate the complexity of consumer decision-making and use data-driven approaches to achieve a better customer experience.

At a one-day summit held in Lagos themed, An Executive Summit on the Role Analytics Play in Decisioning for Better Customer Experience, industry players discussed and exchanged ideas with experts from SAS and Avante on the subject, focusing on important insights around customer intelligence strategies, SAS global case studies and success stories, available solutions and concise.

Drawing on evidence across Nigeria’s banking industry, which suggests that due to the complexity of consumer decision-making, corporates must build a richer understanding of changing attitudes, needs and behaviours of consumers, attendees were urged to pay attention to each consumer, using tools like SAS Customer Intelligence.

Alliances and channels leader (customer intelligence) for EMEA and AP, Luiz Felippe Leitao, said the forum is aimed deepening the knowledge of customer experience and explore how SAS could help improve it.

“Businesses need to know and understand every customer well and keep engaging them in conversations through various channels. Customers also need to be transparent so businesses can give them the right information, service and support them better, while delivering the best service to every individual,” he said.

CEO, Avante Consulting Solutions, Patrick Bunmi Marinho, reiterated that most businesses are now realising the importance of using data to efficiently serve customers and using analytics to pass the right information to the right customer at the right time.