While we didn't specifically define holistic, we discussed having things like a summary of executive discussions, customer involvement on social networks, customer purchase history, and customer feedback from surveys.
While the sheer volume of data can seem overwhelming, imagine all of the things one could do with that type of system.
Here are a few ideas:
- You can conduct sophisticated customer segmentation analysis, enabling the delivery of a more tailored value proposition.
- The strategic account management function would have access to the customer insight globally. They would have the tools to think globally and respond locally.
- The product development function would have access to the broader customer and market needs equipping them with insights to create new customer value.
After we overcome the first hurdle of capturing the information, according to this New York Times article, the next challenge is to think big.
In reference to a machine that will quickly identify the DNA sequence through a strand of hair, the article states, "The big question is whether the person on the other side of that machine will have the wherewithal to do something interesting with an almost limitless supply of genetic information."
I have to believe that many customer strategists would agree that Nirvana is having this system and being able to think big about all of the ways it could be used. Do you?
Note: This post was originally published in Customer Connection on 10/15/2009.