The battle to grow customers is not BAU.

customers 14

Data & Digital is transforming customer expectations

The battle for customers is not business-as-usual, with data & digital transforming customer expectations for personalisation, technology adoption moving fast & traditional loyalty structures changing. Creating a Customer Obsessed Organisation that puts the customer at the heart of the business and designing the human and digital customer experience are top priorities to win in the age of the Digital Customer.

Organisations grow if they have more customers visiting more often, meeting more needs of existing customers and attracting new customers: Use of Data & Digital is an opportunity to get closer to customers and do what good organisations do now better & faster.

There are several opportunities for Data & Digital to allow organisations to get closer to their customers and grow faster, and lots of learnings from other organisations that can be applied in a fast follower position.

  1. Transformational understanding of the business to make it customer focused: better, simpler and cheaper for customers, colleagues and the organisation itself
  2. Delivering a Friction Free Customer Experience
  3. Delivering the most relevant, inspirational messaging and customer experiences through advanced segmentation and targeting

The road to travel on the journey to making your organisation more customer focused in a digital world is challenging and one that requires alignment and commitment from the CEO, CCO and across different departments.

  1. Identify the commercial & customer Goals in next 18m-36m
  2. Build a clear vision of a radically different data-driven customer digital future state, working across digital & bricks & mortar and align across the organisation.
  3. Remove Silos of data use creating a single version of the truth, with a data strategy linked to business goals e.g. Unified View of customer data, GDPR ready and tools developed to meet commercial goals.
  4. Breakdown the institutional fear of data & digital at all levels through training & doing: it’s a tool that anyone can use to do what you have been doing better
  5. Use Data Analytics to Map & Prioritise customer journeys & personalised experiences across human & digital touchpoints and align organisation capability to deliver for customer.
  6. Identify & Build the capabilities (Process, Tools People) that will be required to transform process design from efficiency focused (cheaper) to customer focused (better simpler cheaper) , specifically putting in place an analytics capability to enable data-driven, personalised journeys
  7. Foster stronger bonds between technical and different business people. This is a two-way process to ensure the technical teams understand the commercial imperatives, and customer solutions you would like to build, and the business teams learn to trust the expertise of technical IT teams. It will also allow you to improve data quality through showing the business impact.

Using Data and Digital to put the customer at the heart of an organisation is a transformation that future looking organisations need to start implementing now.

Author: Andrew Mann

Managing Partner at NorthBailey. Having had senior marketing & insight roles at Tesco, Sainsbury's, Asda, Coop and M&S, I'm now using my experience & network to solve strategic marketing problems for NorthBailey clients

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