In a business world that has finally come to recognize the significance of the customer-focused model, the proliferation of interactive media has been a timely cultural shift. With
one-to-one, real-time customer interaction, digital channels incubate customer data at an unprecedented level of granularity—knowledge that can navigate a company’s toughest strategic decisions. But harnessing online and offline data and synthesizing it into actual customer intelligence is an extensive, intricate process. It requires much more than a technology upgrade or a few new hires. In fact, a firm should be prepared to undergo a widespread cultural shift across the organization—not just a particular department.
Most organizations are completely unaware of the many factors that go into Customer Intelligence (CI) readiness. The CI transformation process often begins with buy-in from just a few enthusiastic managers—but without support and cooperation from the rest of the company, their optimism is mostly likely short-lived. Another common misnomer is the belief that a vendor can whisk a firm through the process with little disruption to its day-to-day functions. And while they can accelerate technology implementations, relay best practices or streamline change management issues, even the best CI agencies and consulting firms will be rendered helpless without a high level of internal dedication.
Studies show that most organizations hit frustrating roadblocks when they attempt to build a CI platform but are actually ill-equipped and unprepared. This not only takes away from the morale behind the initiative, it also causes staffing issues and delays that are both costly and disruptive. While accelerating customer intelligence within an organization is a wonderful idea with huge potential payoff, the company should first assess its readiness and avoid the risks of premature planning. This process should include conversations at the executive level, and consider preparedness across three main dimensions: i) Strategy and Analytics; ii) Data and Technology, and iii) Organization and Process.
To get a better understanding of where you organization ranks across these key dimensions, download a free copy of Quaero’s Customer Readiness Checklist.
