How can companies ensure that they are not only collecting data on the impact of digital tools on customer experience, but also using this data effectively to drive meaningful changes and improvements in their systems?

Companies can ensure they are effectively using data on the impact of digital tools by first defining clear objectives and key performance indicators. They should invest in robust data analytics tools and technologies to accurately measure and analyze customer experience data. Regularly reviewing and interpreting the data to identify trends and opportunities for improvement is crucial. Finally, companies should prioritize communication and collaboration across departments to implement changes based on data insights and continuously monitor and adapt their systems to drive meaningful improvements in customer experience.