Operationalising customer data - a best practice maturity framework

Providing rich and meaningful experiences for customers has never been more important, particularly with the backdrop of COVID-19.

As leaders look to achieve this, “customer analytics” has become all the rage. However, where we often see organisations fall short, is when there is an overemphasis on understanding customer intent, without the ability to act on insights. At the heart of delivering the ideal customer experience, lies a balance between getting the most out of your data, and creating an ecosystem to operationalise those insights at scale.