Better Insight Drives Customer Centricity


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Does this sound familiar: “This year, we will build our business processes to center on the customer.” Or, “This year, we will enhance the customer experience.”

While placing customers at the center of operations and enhancing their experiences are common goals, they are not often successful initiatives. Too often, companies execute on customer centricity only in marketing and customer service—leaving out parts of the organization that have information important to enabling customer centricity and a better experience, and importantly, to ensure products are created that meet customers’ evolving needs. The often ignored Engineering/Product Development & Sales departments can also benefit from access to customer information within customer service and marketing. Conversely, the information they “own” would be well-used by Customer Service and Marketing..

Customer-centric operations place the customer in the middle of all operations. Consolidated customer, product, sales and marketing information can drive transformational results. One company delivering on the objective of customer centricity may provide some best practices for others to follow.

CA Technologies, the world’s leading independent IT management software company, helps customers optimize IT for better business results. With $4.5 billion in revenue and over 1,000 products, the company’s goal is to be a market leader in all of its areas of focus. Its strategy is, in part, to delight its customers by helping them succeed.

CA Technologies has been able to able to improve its performance by putting customer information from all channels at the center of its operations for customer service, engineering and sales and marketing. The company reduced information silos and complexity, developed processes that ensure customer centricity and are extracting insight from customer interactions, communities and enterprise information from 70+ internal systems and using it every day across its entire organization – from Sales and Marketing to Support to R&D/Engineering.

And the results have been significant: the company has experienced global internal collaboration among 13,000 employees; a 10 percent increase in customer satisfaction on its self-service website; and a significant reduction in customer service issue resolution time in the contact center.

CA Technologies and Gartner are joining us tomorrow for a powerful discussion on the benefits & best practices of unifying customer information across all departments and all channels—even social media. They will share how you can drive transformational results in your organization as well, with higher levels of Insight. Join us for the discussion, which will include a moderated Q&A, to share how your company approaches customer centricity.

Republished with author's permission from original post.

Diane Berry
Diane Berry is Senior Vice President, Marketing and Communication of Coveo, and leads the organization's strategic positioning, go-to-market strategies, and its communication with all constituencies. Ms. Berry previously held executive roles at Taleo Corp, SelectMinds and Smyth Solutions.


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