By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    data analytics in sports industry
    Here’s How Data Analytics In Sports Is Changing The Game
    6 Min Read
    data analytics on nursing career
    Advances in Data Analytics Are Rapidly Transforming Nursing
    8 Min Read
    data analytics reveals the benefits of MBA
    Data Analytics Technology Proves Benefits of an MBA
    9 Min Read
    data-driven image seo
    Data Analytics Helps Marketers Substantially Boost Image SEO
    8 Min Read
    construction analytics
    5 Benefits of Analytics to Manage Commercial Construction
    5 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: A Data-Centric Approach Will Lead To Customer Centricity
Share
Notification Show More
Latest News
big data mac performance
Data-Driven Tips to Optimize the Speed of Macs
News
3 Ways AI Has Helped Marketers and Creative Professionals Streamline Workflows
3 Ways AI Has Helped Marketers and Creative Professionals Streamline Workflows
Artificial Intelligence
data analytics in sports industry
Here’s How Data Analytics In Sports Is Changing The Game
Big Data
data analytics on nursing career
Advances in Data Analytics Are Rapidly Transforming Nursing
Analytics
data analytics reveals the benefits of MBA
Data Analytics Technology Proves Benefits of an MBA
Analytics
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Big Data > A Data-Centric Approach Will Lead To Customer Centricity
Big Data

A Data-Centric Approach Will Lead To Customer Centricity

Datafloq
Last updated: 2014/04/06 at 12:46 PM
Datafloq
6 Min Read
Image
SHARE
ImageA few years ago, with the rise of social media, many organisations thought that social media was the Holy Grail in marketing. Social media would solve all problems and customers would become at the centre of each organisation.

ImageA few years ago, with the rise of social media, many organisations thought that social media was the Holy Grail in marketing. Social media would solve all problems and customers would become at the centre of each organisation. While social media has absolutely enabled customers to interact easier, better, faster and more-often with organisations and it has enabled organisations to know more about their customers, it has not resulted in truly customer-centric organisations. For that, one important aspect was missing: the capability of combining and analysing all data that was created during those interactions and to link it with other data within your organisation.

In today’s changing, fast-moving, world the customer has become more demanding then ever before. According to a presentation by Ram Kumar, CIO IAG, during he Data Quality Conference in Melbourne, Australia, the customer expects companies to be socially, conscious, and good global citizens. The customer expects to have unlimited access to information regarding your products and/or services and sometimes they know more than your sales staff. They expect companies to be available for them 24/7 via their preferred channel and receive a seamless integration across the entire value chain. Those are a lot of expectations and require a different approach by organisations.

Fortunately, the Big Data era that we have entered will help creating a truly singular view of the customer, regardless of the touch points used, that can meet those expectations. From now on, organisations have no excuse anymore to put the customer at the centre of all decisions, resulting in delivering relevancy in every medium where they connect with that customer 1:1. Such a customer-centric organisation should build an operating model around a deep understanding of its customers, what they value, and the contribution, or the customer life-time-value, that each customer makes to the profitability of the organisation.

However, this is not so easy to achieve, as it would require business processes to recognize different customer segments across the entire organisation. Often still, every department has a different view of who the customer is. This should be prevented at all times. For data-driven, information-centric organisations no department should ‘own’ the customer, or the data, and all should have the same view of who the customer is. This will ensure better customer interactions across all channels and departments.

More Read

Social Dynamx, Scaling Social Customer Support

Connecting the Enterprise: The VMware – Lithium Technologies Partnership
Customer Service, the New Marketing in the Era of the Social Customer
The Social Web as a Customer Support Channel

A customer-centric approach also requires delivering a seamless and positive customer experience at every touch point of the customer life cycle. It requires that you maintain an active, 24/7 dialogue with your customers across all brands. Nestlé has clearly understood this when the monitor in real-time, 24/7, all of there 2,000 brands across the globe.

A data-centric approach, instead of a process centric / product centric / channel centric / service centric approach will eventually result in customer centricity across the entire organisation, but it requires a culture that places the customers at the heart of decision-making processes. Such an alignment and integration of data, technology, processes and people should therefore become the main focus point for companies that want to create truly 360-degrees views and segments of 1 of the customer.

Research by the CMO Council in collaboration with SAS has shown that 40% of the marketers and 51% of the IT employees surveyed viewed Big Data critical to the ability to develop and execute customer-centric programs. However, 52% of the marketers and 45% of IT professionals said that data that is in silos across an organisation makes it difficult to really achieve customer-centricity. So therefore, as long as there is no truly data-centric approach within your organisation, truly customer-centricity is difficult to achieve.

Creating one customer view across the organisation and understanding what data impacts the customer experience will help building that customer-centric company. As the integration of different business data normally would involve different stakeholders across the organisation, the mere act of integration would be a catalyst for further cross-organizational discussions about that customer.

Combining data from social networks, the blogosphere, (online) surveys, click behaviour as well sales data, sensor data, public data and open data can help create detailed personas and micro segments to better know and target your customers and thus improve conversion and increase sales. Data is therefore the lifeblood of your organisation and the future of truly unique 1:1 customer experiences lies in data centricity.

TAGGED: customer
Datafloq April 6, 2014
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

big data mac performance
Data-Driven Tips to Optimize the Speed of Macs
News
3 Ways AI Has Helped Marketers and Creative Professionals Streamline Workflows
3 Ways AI Has Helped Marketers and Creative Professionals Streamline Workflows
Artificial Intelligence
data analytics in sports industry
Here’s How Data Analytics In Sports Is Changing The Game
Big Data
data analytics on nursing career
Advances in Data Analytics Are Rapidly Transforming Nursing
Analytics

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

Social Dynamx, Scaling Social Customer Support

5 Min Read

Connecting the Enterprise: The VMware – Lithium Technologies Partnership

4 Min Read

Customer Service, the New Marketing in the Era of the Social Customer

7 Min Read

The Social Web as a Customer Support Channel

4 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive
data-driven web design
5 Great Tips for Using Data Analytics for Website UX
Big Data

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?