From Raw Data to Customer Insight: The Power of Structuring

In many organizations, customer experience (CX) teams have strong intuitions about pain points and key moments in the journey. But turning those intuitions into clear, measurable, and actionable insights is another story. 

 

The Reality on the Ground 

At one of our telecom clients, more than ten different data sources existed—but they were technical, fragmented, unstructured, and mostly unreadable for business teams. 

As a result, they couldn’t answer simple yet critical questions: 

• What are the most common reasons for calls or complaints? 

• Which customer journeys most often lead to churn? 

• Where are the main friction points in the conversion funnel? 

Even worse, it took over a year of internal effort just to make the data usable for CX and operations teams. 

 

Structuring Data to Map Customer Journeys 

The first step was to reorganize omnichannel data so it became business-readable and insight-ready. 

Concretely, we moved: 

• From a technical base of 3,600 raw events across 190 fields, 

• To a customer experience dataset with 15 actionable attributes, 150 macro reasons, and 1,500 detailed subcategories, built collaboratively with business teams. 

This transformation enabled a clear, operational mapping of customer processes—a prerequisite for understanding journeys, identifying friction, and improving experience. 

 

Two Levels of Insight: Macro and Micro 

Once structured, data becomes a true decision-making lever: 

• Macro view: concise dashboards and KPIs for executives (COMEX) to monitor trends and steer strategy. 

• Micro view: granular analysis for operational teams to zoom in on key moments, recurring reasons, or event combinations. 

This dual perspective aligns strategic decisions with on-the-ground actions—built on a single, shared source of truth. 

 

Tangible Benefits with Datakili 

• 120 days of internal effort saved 

• Actionable business KPIs to drive improvement initiatives 

• 10x faster CX project delivery 

By structuring data around customer experience rather than technical events, teams can finally act on facts—building a shared, data-driven understanding across business units, operations, and executive management. 

 

Discover our expertise and insights through our free resources. 
👉 Contact us to learn how Datakili can help you transform your organization and achieve measurable results.