Customer Data
Accurate, rich and accessible Customer Data is the cornerstone of brilliant insight, marketing and experience. Developing a strong Customer Data capability requires careful planning and management
We see that...
...insights, personalisation and operational customer sales and service needs are materially different, making reconciling within a single customer view very difficult
...the data on customers purchases, service interactions and communications are often in different functional silos. This means that there is no consistent understanding of the customer and the organisation is unable to use the data efficiently
...lack of clarity on the capabilities and processes required to manage and activate customer data. This means that customer technology investments consistently fail to deliver on investment expectations
...the business doesn't know how many customers it has, or has multiple sets of information about the same customer. This means that there is confusion and inefficiency in understanding, communicating with and serving customers
...the organisation's customer data is weighted towards a legacy customer base (i.e. older, established). This means there is limited visibility of new customer segments and growth opportunities
...marketing activities are over-reliant on imprecise and increasing less available 3rd party data. This means that they are not realising the true potential of 1st party data and a direct relationship with customers
Our solutions
How to design a scalable customer data strategy and capability that drives business growth whilst staying aligned to brand, customer and board expectations
How to build a single view of customers that meets the differing needs of personalisation, insights, service and e-commerce
How to grow customer data for new and emerging customer groups that have limited interaction with the brand
How to unlock the commercialisation of customer data as a revenue stream whilst continuing to deliver on core business priorities
