How can a business practitioner ensure the effective use of customer data in journeys?

Implementing data governance policies is essential for ensuring the effective use of customer data in journeys. This approach involves creating a framework that establishes who can access data, how it should be used, and how it will be maintained over time. By defining standards for data quality, privacy, and security, businesses can ensure that the data used in customer journeys is accurate, up-to-date, and compliant with relevant regulations. This not only builds trust with customers but also enhances the ability to personalize interactions based on reliable data insights.

Effective data governance helps to standardize processes across the organization, enabling teams to collaborate and leverage data responsibly while maximizing its value throughout the customer journey. This leads to improved decision-making and ultimately a better experience for customers.

On the other hand, gathering data from surveys can provide valuable customer insights, but without a solid governance framework, this data may not be reliable or effectively utilized. Utilizing third-party data sources can enrich customer profiles, but again, without governance, the data's quality and compliance could be compromised. Limiting data access to specific teams may safeguard data at a certain level, but it could also hinder collaboration and the ability to leverage insights across the organization, undermining the potential for effective customer journey mapping.