In my last post I talked about the value of a Chief Customer Intelligence Officer. You may be wondering, what would a Chief Customer Intelligence Officer do? Here is a high level summary.
1. Integrate insights across teams. There is a wealth of customer intelligence being uncovered by your Big Data, CRM, Digital, Market Research, and Social analytics teams among others. However, insights need to be shared so that the company benefits. For example, I recently shared customer insights from the CRM group with the Social team to insure that the best current customers were targeted on Facebook for a promotion.
2. Identify the story within the data. Customers are telling us how they feel about the brand and what their intentions are with every action, whether it be a call into the call center, a visit to your website, a comment on Facebook or a purchase in the store. By triangulating all the available data, you can get a fuller picture of different customer segments and socialize their stories to senior management. For example, I found that there were three types of visitors to a client’s website. By layering on customer data, I was able to see which on-line attributes were most closely related to off-line purchases.
3. Develop a customer strategy based on the data. Once you have identified customers’ stories, you can insure a consistent and compelling customer experience across channels. This is the result of synthesizing the wealth of information and integrating analyses to support the strategy. For example, web site activity could trigger a direct marketing piece for some customer segments.
4. Manage a cross-functional team. To accomplish all this, the Chief Customer Intelligence Officer will need to manage a cross-functional team that encompasses Big Data, CRM, Digital, Market Research, Social and any other analytic teams within marketing. This will facilitate the integration of insights and development of a consistent customer experience.