big data
Conquering
Customer-Centricity
Greg Hanson argues that digital is becoming the backbone of customer-centricity .
By Greg Hanson , VP business operations EMEA , Informatica
Introduction Businesses worldwide are moving towards a data-driven customercentric revolution . This shift is being driven by changing customer attitudes in how products and services should be delivered . Their experiences in the consumer sphere , especially in relation to retailers and banking institutions , have made great progress when it comes to providing targeted , unique offerings based on individual preferences . What we ' re seeing now with these heightened expectations of how customer service should operate is that these are increasingly crossing into the B2B sector .
It ' s no longer acceptable to treat customers as a demographic , but as individuals who have varying preferences and expectations in how they are targeted with relevant and unique offers . As a result of this change in attitude , businesses are being forced to harness the customer data they have available to them to ensure they can deliver on their customer service promises . Businesses need to avoid falling behind the competition who may be more capable of drawing a 360 degree picture of their customers , and providing services in line with demand .
Putting this concept into practice means taking an intelligent approach to gathering and using data . Customers understand , and for the most part accept , that companies are collecting their personal information , yet there is a fine line between personalisation and a perceived invasion of privacy and intrusion on customer experiences . Consumers know that providers can track their past purchases , and browsing history , within reason , and therefore
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