Customer-centric behaviours for the future – Data & digital literacy

by Marty Nicholas

Recent developments in technology have given organisations access to an unprecedented volume of consumer data. It’s now possible for companies to track not only their customer’s purchase history, but also their pre-sales activity and spending preferences, which can be fed through to the frontline team to action.

This requires a different capability for the frontline – moving from an approach that is highly dependent upon existing long-term relationships, to one that leverages new data to extract relevant insights and act on them strategically to create leads.

Why is data & digital literacy an important frontline behaviour?

The ability to interpret and analyse data is more important than ever for the frontline. Learning how to identify different data sources and how to interpret and create insights is crucial for these teams in driving efficient decision making. Understanding a customers digital exhaust can also equip frontline teams to make the right decisions about how to best support progression through the customer journey.

Data & digital literacy: what does good look like for the frontline?

1. Uses enabling tools and technology effectively

In the age of ever-shifting customer experience technologies, organisations are introducing new customer-facing analytical tools at a rapid pace. The frontline of the future adapts quickly and demonstrates a comprehensive understanding of how new technology is used across the organisation. They need to confidently utilise the full suite of corporate tools to best capture client information and enhance customer engagement.
2. Translates data into relevant and useful insights 

It’s important for the frontline to not only have access to data, but also be able to understand and manipulate data in a way that extracts relevant and useful insights. This data can relate to:
  • Sales teams to gain insights regarding digital customer activity
  • Marketing teams to identify ways to engage customers more effectively and optimise campaign activities
  • Service teams to identify the root cause of customer issues
3. Acts on insights in a meaningful way 

In our experience on transformation projects, we’ve observed that organisations need customer insights that are not only useful but go on to be actioned across their teams. The frontline need to understand how they can convert insights in a meaningful way on the ground – are the insights a trigger to contact the customer, offer alternatives or suggest a different way of doing things? These insights can be applied by:
  • Sales teams to initiate relevant customer contact, introduce subject matter experts as required and tailor offerings to the customer
  • Marketing teams to enhance the customer journey and campaign effectiveness
  • Service teams to propose relevant next steps
What’s next?

As organisations introduce new technologies to keep up with the digitally sophisticated customer, there’s a risk that the digital maturity of the business may exceed the digital maturity of the frontline. This requires an investment in the above behaviours to upskill frontline teams in the analytical use of data, ensuring they will be future-fit and ready to play a critical role in delivering the desired customer experience.

Our next blog will explore the third customer centric behaviour, Dynamic Prioritisation – the shift from sequential working to prioritising tasks to where most value lies.

This was the second post in our blog series, The 7 Key Customer-Centric Behaviours. Previously, we explored the power of Customer & Buyer understanding.

We’ve unearthed these seven key customer-centric behaviours for frontline teams in our work helping organisations transform their people to better support digital go-to-market models. These behaviours are critical for frontline teams to equip themselves with when operating in the context of a digitally empowered, customer-led environment.

Want a deeper understanding on how to leverage technology and data for a more customer-centric approach?