Its great to see DWP sharing their views on the importance of data.
When we start looking at customer journeys being able to leverage interaction data is key to delivering a positive outcome.
Today we all communicate and interact via many different channels and we often swap channels several times throughout a journey. We're now seeing many organisations use interaction data to deliver personalised experiences.
Each time you interact with an organisation they will capture some data about you and use this to guide you to a successful outcome. This does mean organisations build up vast amounts of data about individuals and this data needs to be stored and managed inline with many different regulations depending on the sensitivity of this data.
I do have to agree with Catherine Hope " Data can help us improve peoples lives"
“For me the data practice is all about intelligence - whether it is managing the data we hold better, or using that data better to make sure we’ve got better customer journeys and we fully understand our users’ behaviours.