Data & Intelligence

Optimize Business Outcomes with Data-Driven Customer Journeys

CIOs are key contributors of new business models and organizational strategy. Data is the key asset for CIOs and CDOs to have a seat with the CEO, CFO, and CMO. In addition to unstructured data collection like social media and machine data, companies have started to consume strategic market competition data such as benchmarks, new entrants, press-releases, and government information such as www.data.gov to better assess their internal rate of return and net present value.

To move an organization into the digital world, leaders must understand the relationship between data, business outcomes, and strategy, and how these impact your customer. Forrester confirmed that more than 60 percent of executives identified delivering a superior experience for customers and creating new sources of customer value as important factors in determining an organization’s success as a digital business.

Data Intelligence - The Future of Big Data
The Future of Big Data

With some guidance, you can craft a data platform that is right for your organization’s needs and gets the most return from your data capital.

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How does data help in personalizing a customer journey with an organization and positively affecting business outcomes? When I was working for a healthcare company, we had a Patient Health Informatics project which determined patient behavior and proactively proposed programs to get them in better shape. Similarly, there are many digital transformation journey projects that I see focused on customer-centric business models. Here are some of the key use cases:

  • Identify trends around customer habits indicative of their future needs
  • Sentiment analysis on voice of the customer
  • Determine macro factors that influence customer behavior such as the relationship between weather patterns and retail clothing purchases
  • Discover cross-sell and upsell opportunities
  • Investigate and proactively plan on supply and demand improving operational efficiency
  • Proactively judge health patterns based on customer behavior and define programs that can avoid high risk medical conditions

To have an effective customer experience, business agility and data validity are two important parameters. Fast and effective data along with strong analytics are proven success factors which will improve cross-sell and upsell with your customers. Here are four factors that will influence the data management in any digital transformation project.

  • Data Quality
  • Data Glossary
  • Metadata and Lineage
  • Master Data

At Perficient, we have deep domain expertise in digital and data transformation projects and are very successful in working with organizations to achieve this data-driven customer journey. Reach out to us for more information.

About the Author

Arvind Murali is the Chief Data Strategist for Data Governance with Perficient. His role includes defining data strategy and governance to deliver transformative data platforms. Arvind has served as an executive advisor for data strategy and governance to organizations across several industries. Arvind’s dedication to solving challenges and identifying new opportunities has provided valuable business-focused results for clients, such as providing self-service access to data for global sales teams; helping physicians create informed wellness plans; and delivering insights about current supply chain inventories. He is a passionate Vlogger on YouTube and discusses real-world insights, data platform trends, and the importance of governance as big data continues its exponential growth.

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