Can data help organizations get ahead of chip shortage?
Unlock the qualities needed to achieve success by cementing a problem-solving approach, an ownership mindset, and a vision for the future built on deep expertise.
Unlock the qualities needed to achieve success by cementing a problem-solving approach, an ownership mindset, and a vision for the future built on deep expertise.
Enterprises define the strategy by what they want to achieve, not what the customer wants to experience. For instance, in a typical retail organization, websites are updated by merchants. They decide the products they want to highlight, often based on the latest pricing/promo deals. So visual merchandizing decisions are based on what the merchant wants to sell off, not what the customer wants to buy.
As a result, customers get put off by irrelevant deals and uninteresting displays. This is also true of marketing campaigns, promotions, etc.
Decisions around IT infrastructure and solutions are made with little or no contact with the customer experience teams at all. So, roadmaps for customer touchpoints and business processes are at loggerheads with IT readiness.
As a result, IT and data investments don’t power customer experience effectively.
If this is how you’re implementing customer analytics in your organization, you’re not alone. Gartner states that 85% of all big data projects fail. Even last year, over half of the leaders surveyed said that marketing analytics has not had the influence…that they expected.
Fragmented and point-wise implementation of customer analytics causes more harm than good. It allows each team in your organization to have a myopic view of the customer, treating them as mere data points than as a real person. It fails to leverage data that the organization already owns!
At Tredence, we propose a radically different approach to customer analytics. We recommend that you place the customer at the center of all your analytics initiatives and build innovation around them
Every team has customer analytics. Marketing, website, mobile app, sales, logistics and transportation — every team is gleaning insights for their particular use cases. And each of them optimizes their activities based on these insights. However, the sum of these parts doesn’t make up the whole. So, the marketing teams might look at increase sales in one area while the logistics teams are sending inventory in the opposite direction.
Point solutions optimize locally, not globally. This can have an adverse effect on the overall customer experience.
Every team has customer analytics. Marketing, website, mobile app, sales, logistics and transportation — every team is gleaning insights for their particular use cases. And each of them optimizes their activities based on these insights. However, the sum of these parts doesn’t make up the whole. So, the marketing teams might look at increase sales in one area while the logistics teams are sending inventory in the opposite direction.
Point solutions optimize locally, not globally. This can have an adverse effect on the overall customer experience.
Decisions around IT infrastructure and solutions are made with little or no contact with the customer experience teams at all. So, roadmaps for customer touchpoints and business processes are at loggerheads with IT readiness.
As a result, IT and data investments don’t power customer experience effectively.
If this is how you’re implementing customer analytics in your organization, you’re not alone. Gartner states that 85% of all big data projects fail. Even last year, over half of the leaders surveyed said that marketing analytics has not had the influence…that they expected.
Business innovation to identify value, reimagining customer touchpoints and journeys (across channels and locations). Bring together the voice of the customer and other key performance indicators (KPIs) as an integrated value chain.
Process innovation to enrich data and re-engineer organizational systems. Move your analytics from sequential, one-at-a-time, and periodic strategy towards parallel, rapid experimentation in real-time.
Platform innovation to pilot, measure, improve and integrate all your technology assets for a holistic customer view. Integrate disparate data assets and measurement into DDOM, CDP, and test-and-learn platforms for continuous improvement.
With this approach, your organizational strategy is anchored around the stakeholder who matters the most — your customer. With a holistic view of the organization and a clear understanding of the impact of new initiatives, you can build marketing, sales, and operational plans that optimize the customer experience.
Don’t waste your time and resources in fragmented customer analytics. Choose cross-functional, holistic, organization-wide customer experience management instead.
Every team has customer analytics. Marketing, website, mobile app, sales, logistics and transportation — every team is gleaning insights for their particular use cases. And each of them optimizes their activities based on these insights. However, the sum of these parts doesn’t make up the whole. So, the marketing teams might look at increase sales in one area while the logistics teams are sending inventory in the opposite direction.
Point solutions optimize locally, not globally. This can have an adverse effect on the overall customer experience.
Every team has customer analytics. Marketing, website, mobile app, sales, logistics and transportation — every team is gleaning insights for their particular use cases. And each of them optimizes their activities based on these insights. However, the sum of these parts doesn’t make up the whole. So, the marketing teams might look at increase sales in one area while the logistics teams are sending inventory in the opposite direction.
Point solutions optimize locally, not globally. This can have an adverse effect on the overall customer experience.
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