Challenges: Gaining Visibility Across Touchpoints & Systems
In retail, the customer is king. These words are truer in today’s digital world than ever before.
Previously, marketers directed the conversation with customers. Omni-channel customer behavior is creating a dizzying amount of information in which conversations can occur 24/7. Thus, retailers that have the best insights into their customers often produce the best results.
This particular retailer needed to extract meaningful customer insights from large volumes of data being generated by a full range of customer-facing, multi-channel processes that were captured by numerous systems.
The company lacked full visibility into all the channel interactions across the customer lifecycle, including those activities associated with specific products and services. Ultimately, these gaps limited the effectiveness and ROI of marketing campaigns, as well as overall revenue potential.
Solution: New Infrastructure & Better Reporting Via Turnkey BI
Infinitive partnered with the IT organization and key business users to leverage internal and external data about customers to assess the client’s data and analytics capability. The resulting analysis identified the need to integrate and consolidate customer data across multiple channels, processes and systems.
3 Key Components for an Effective Omni-Channel Solution
The overall omni-channel solution identified three key components to developing full, integrated views of the customer:
- Customer profiles
- Interactions/touch points
These elements formed the foundation of a customer experience data mart and a full, turnkey business intelligence (BI) solution.
Overall, the solution featured new IT infrastructure, BI metadata capture, and new dashboards and reports. Infinitive’s experts also provided best practices-based project management, communications and end-user training.
Results: New Insights Equal New Opportunities
The retailer leveraged its new data and visibility to create greater strategic alignment, plan for future marketing initiatives and identify additional revenue generation and cost savings opportunities. Based on clearer understanding of customer demographics and behaviors for each target market, the mix of omni-channel touchpoints has been integrated and optimized.
The business was able to generate more and sharper customer insights. This omni-channel customer intelligence lead to greater marketing capabilities and operational efficiencies. Specifically, it became possible to determine the drivers and lift associated with different strategies on customer repurchase rates.
Overall, the project’s success was measured by both business and delivery metrics, including marketing effectiveness, effort required to perform analysis, and key performance indicators for sales and operations.