7 steps to data driven customer obsession

7 steps to data driven customer obsession

The battle for customers is not BAU, with data being “the New Oil” that can transform the customer experience through advanced customer analytics.  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.

The road to travel on to build advanced Customer analytics that transform the customer experience is challenging and requires commitment and alignment from around all the organisation to be successful

1. Identify the commercial & customer Goals in next 18m-36m
2. Build a clear vision of a radically different data-driven customer experience, 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 & Advanced Customer Analytics  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 View all posts by Andrew Mann