In enterprise, every employee does not recognize different customer segments across the entire organization.As customer, we might expect all employees to be aware of customer specific information and that does not happen in real sense in existing systems as the enterprises work in silos to achieve organizational their efficiency. They do not measure the impact of silos on customer efficiency.
A customer-centric approach requires a seamless and positive customer experience at every touch point of the customer life cycle.
Today approach towards customer is more of process centric / product centric / channel centric / service centric. Data is available in silos across an organization and this makes it difficult to really achieve customer-centric approach. So therefore, as long as there is no truly data-centric approach within your organization, truly customer-centric is difficult to achieve.
Every department has a different view of who the customer is. This should be prevented at all times. For data-driven, information-centric no department should ‘own’ the customer, or the data, and all should have the same view of who the customer is. This will ensure better customer interactions across all channels and departments.
While CMO is more interested with big data implementation to understand customer, are other enterprise stakeholders view Big Data critical to the ability to develop and execute customer-centric programs.
Enterprises need to create one customer view across the organization. The understanding of what data impacts the customer experience is first step to build customer-centric company. Integration of different business data involve different stakeholders across the organization and can lead to cross-organizational discussions about that customer.
Organizations need to strive for such an alignment and integration of data, technology, processes and people towards customer needs to become the main focus point for companies. Is leadership ready to develop a culture that places the customers at the heart of decision-making?