EDUCATION PARTNER
The A-B-C of Customer Intelligence
It ’ s official - recent studies and polls are confirming what we already know : customer intelligence data can deliver real returns for your business !
In a recent poll in the USA , 93 % of companies polled reported that data was essential to their business success : without it , they may well be ‘ in the dark .’ And in a recent research project , McKinsey & Company estimated that the healthcare industry could save $ 300 billion every year if they could get better at integrating data analytics . Should similar research be carried out in Australia , a correlation of the USA findings would undoubtedly prevail .
Clubs and club executives are very good at collecting data about our customers . Unfortunately , we don ’ t always take the next step which is converting this data into customer intelligence .
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In Australia , it is typical for data to sit in various places across the business including gaming systems , crm ’ s , social media accounts , point of sale , e-mail servers or loyalty systems . This customer data is often managed by function rather than integrated through a single view , which is where the most benefits lie .
Think of your own business . How often does a communication piece go out to a customer and is returned because the contact details are incorrect or message is irrelevant ? This is commonplace .
High performing businesses have a data quality solution in place that consolidates data across various channels and departments . Such companies use this intelligence to customise the service package and execute more effective direct marketing tactics . They also make sure they are reaching their target audiences – so up-to-date customer profiles are essential .
An overwhelming amount of data Reality has it that we have more and more data . The data is coming fast and furious across multiple channels . It is structured ,
unstructured , transactional , behavioural , demographic , historical and predictive . It provides priceless insight into what customers need and want . Used properly , this insight has the potential to unlock real value . But given the quantity and format of all this data , it is not surprising that many organisations aren ’ t yet prepared to take full advantage of the insights at their fingertips .
Assess the opportunities Data that is spread across silos and stuck in legacy systems can be difficult to access and often not accurate or complete . A customer intelligence view can help your business put data to work by uncovering opportunities to create short-term financial impact and long-term enterprise value . Before we over-complicate the whole customer intelligence gathering and dissemination process , let ’ s pause for a moment . Take a breath . And try to define why customer intelligence is just so important to your Club . At the most strategic level there are five commercial objectives that customer intelligence can deliver . Although it may be a discussion for another day , Clubs may not necessarily need to reach