Pursue a holistic, integrated view of the customer.
"But I don't think it's a win-win from the point of view of the customer".
From the point of view of the customer, and I know because it happened to me, it happened like this.
"We have to recognize the customer, so we look to get a single view of the customer," he said.
Achieving a single view of the customer also required a single technology base, one that allowed electronic communication across units.
One big game-changer for the company is the introduction of a unified view of the customer.
It's tough to create a unified customer experience, for instance, if your systems don't provide a unified view of the customer.
Accordingly, the company's senior managers formed a team to define the limited set of standard data definitions needed to provide a single view of the customer.
To get a full view of the customer experience, businesses need to develop new capabilities and processes focused on digital-performance management (DPM).
"We need to see things from the point of view of the customer rather than the supplier," says Julian Horn-Smith, chief operating officer at Vodafone, the world's biggest mobile operator.
Over 70% of respondents report that their organizations currently have functional KPIs for customer segmentation, and 63% of respondents agree that they are using KPIs to develop a single, integrated view of the customer.
