What the TV show, The Good Place, can teach us about CX data strategy

Not too long ago, I finished binge-watching the TV series, The Good Place – maybe you’ve seen it too?  

One character from the show continues to stand out to me: Chidi Anagonye. Anagonye, an ethics professor who is obsessed with utilitarianism, constantly tries to weigh the potential outcomes of his decisions. Throughout the show, he faces many classic philosophical scenarios (like the trolley problem), and each time he tries to make the decision that will maximize good.  

The show has nothing to do with customer experience, and yet I couldn’t help but notice interesting parallels between the ethical challenges Chidi faces and the decisions many businesses face today.  

With vast amounts of customer data at their disposal, every decision about how to use that data carries ethical implications. When analyzed for insights, this data can drive unprecedented improvements in customer satisfaction and business performance. Approaching CX data through the lens of utilitarian ethics — aiming to create the greatest good for the greatest number — provides a powerful framework for guiding your strategy and building lasting customer relationships. 

Utilitarianism and CX data insights 

Utilitarianism is an ethical theory that prioritizes actions that maximize overall happiness and well-being or reduce friction and dissatisfaction for the majority. In a business context, this means leveraging CX data to deliver faster, more effortless experiences.  

Of course, this focus on doing right by the customer isn't purely altruistic; it is a powerful and proven driver of business success. Research by Forrester shows that  organizations that prioritize customer needs in every business decision tend to achieve 41% faster revenue growth, 49% faster profit growth, and 51% better customer retention. Data-driven insights allow organizations to make smarter decisions that create these valuable experiences, optimizing resource allocation and service delivery on a massive scale. 

With utilitarianism in mind, let’s take a closer look at two of the primary ways CX data insights can do the greatest amount of good for both your customer and business simultaneously.  

#1: Enhancing customer outcomes 

By analyzing customer feedback, behavior, and interaction data, organizations can gain a deep understanding of what their customers truly need and value. These insights can significantly reduce service failures and friction points in the customer journey.  

For instance, we’ve helped many TTEC Digital clients implement predictive analytics that can help them understand how certain encounters might affect customer sentiment, allowing for proactive outreach that prevents churn, builds loyalty, and reduces frustration. This focus on improving the experience for the entire customer base aligns perfectly with utilitarian goals. 

#2 Reducing customer effort  

Similarly, minimizing customer effort is one of the most effective ways to build loyalty. It’s also a powerful way to reduce costs. By analyzing CX data to identify common pain points across the customer journey, companies can allocate resources more strategically and align their service approach with tactics that reduce call-backs and increase first call resolution. This ensures that support teams are focused on removing barriers and simplifying interactions — reducing effort for customers and reducing cost for your business. It’s a true win-win.  

Ethical considerations and managing bias 

Of course, not every data use case carries such clear win-win outcomes. A strictly utilitarian approach to CX data must also acknowledge and manage potential pitfalls. For example, the data collected can contain inherent biases that, if not addressed, could lead to unfair outcomes for certain customer segments.  

These biases might inadvertently create disadvantages for specific demographics, undermining the goal of achieving the greatest good. It might also introduce questionable strategies that could be perceived as manipulative. Therefore, proactive bias detection and transparent data governance are essential components of an ethical CX program. 

Navigating a data-driven CX strategy: Utilitarian best practices 

To ensure your utilitarian and CX goals are met ethically and effectively, organizations should adopt these practices: 

• Prioritize customer-centric outcomes over operational ones: Focus on data initiatives that deliver measurable improvements in broad customer satisfaction and success metrics. While win-win scenarios like the ones we’ve identified in this blog are preferable, keeping the customer experience as your North Star can help minimize questionable or unethical uses.  
• Establish transparent data governance: Create clear and open frameworks to ensure your use of customer data is ethical, fair, and accountable. Aligning your data strategies with evolving regulatory frameworks — such as data privacy laws like GDPR and CCPA  —is crucial. This not only ensures legal compliance but also reinforces the utilitarian objective of maximizing customer benefit while respecting individual rights.
• Conduct consistent insight auditing: Regularly audit your data models and the resulting insights against fairness and outcome metrics to maintain alignment with utilitarian principles.
• Build strategic partnerships: Engage with reputable data analytics and platform vendors who prioritize ethical practices and transparency in their tools and methodologies.
• Invest in training and ethical awareness: Equip your teams with training focused on understanding data capabilities, limitations, and ethical implications, ensuring decisions remain customer-centric and utilitarian in practice. 

Adopting a CX data strategy through a utilitarian lens positions an organization to deliver substantial and sustainable value. By emphasizing positive customer outcomes, efficient experiences, and proactive bias mitigation, any business can ethically harness the transformative potential of its data. Balancing innovation with ethical responsibility is the key to achieving the greatest good for the greatest number, building a loyal customer base, and ultimately achieving long-term business success.