We hear over and over about the importance of using customer data to drive sales and customer retention but why do so many business still struggle getting it to happen. More often than not, failure is about lack of team work, not a lack of skills.
The use of customer data is a cross business effort. Sales often know what to look for as they see behavioural changes in customers every day, IT know where the data is stored and which snippets to extract, Marketing formulate the offers, Finance measure it, Legal approve it and so on.
Too often we see in businesses groups working so hard they don’t see the cross business opportunities. Sales want to sell more stuff today, Marketing want to make more long-term margin for tomorrow, Customer Service want to stick to their cost efficiency program and so on.
Getting people to take the time to look across the business and view data flows as opportunities for open discussion and innovation is often a paradigm shift best explored by a consultant with a fresh set of eyes.