Creating the right culture for success.
Creating the right environment is crucial and companies must champion a data-driven culture, where improvements in customer experience and commercial performance are rewarded. With the complexities of customers interacting with a business in multiple ways, it’s important to have teams who collaborate, share insights and educate each other. And, by democratising your data, analytics tools are made accessible to everyone in your organisation, so those who aren’t specialists can still analyse and manipulate data.
A successful customer analytics strategy depends on the right kind of technology and people to make it work. So, it is important to find the right balance between a culture where testing is encouraged, while making sure it’s always strategic. This will help the business to systematically meet and anticipate customer needs. And this can’t just happen from the bottom up. With the right people in place to bridge the gap between specialists and the rest of the company, the ‘operationalisation’ of insights also becomes a lot easier. Then a manager can help to encourage testing and translate insights into actions that benefit the business commercially. Simply put, to get the investment for truly integrated customer analytics, senior management must understand its value and be completely on board to create the optimal company culture to support analytics success.