Read below about our big 5 for structural value creation with data and analytics.
1. Form multidisciplinary teams
Multidisciplinary teams consist of different specialists with their own expertise working toward one common goal.
If you want to be successful with data and analytics, you need to set up teams that include the different areas of expertise across the data and value chain. We call this the 4Ds: data, decisions, design & delivery. Roles to think of then are data engineers, marketers and data scientists, designers and developers, respectively. Give them a mandate and make them jointly responsible for the realization of the improvement initiatives and their results.
2. Think big, start small, scale up
The world around us is changing rapidly. So are our customers. Therefore, we can no longer afford to spend months working on an improvement initiative that we launch all at once. We need to move to partial deliverables that we continuously develop.
This means we need to design and deliver many more Minimum Viable Products (MVPs). Propositions that we offer our customers that deliver a better experience to them than the current situation. The starting point is no longer a 100% perfect solution, but an improvement for today. Quite a change in the mindset of specialists who are used to going for the best possible solution.
3. Leverage customer input the right way
If you really work “customer centric,” then customer feedback is the only truth for your team.
Therefore, test your MVPs with customers as soon as possible and gather their input. Preferably based on his behavior, but research can also be a great first step. Make sure that you can test different versions and develop them further. Again, what is the customer’s current situation? What does he see, hear or read now in our interactions and how do we measure improvement?
4. Work truly data-driven
Working data driven means using facts as the starting point of all issues and as an (intermediate) measuring point of all output to make improvements.
This involves numerical substantiation so there can be no discussion about usefulness and necessity, reason, adjustment and success or go-/no-go decisions. Make sure you can substantiate your efforts, build in measurement points and moments, and define when you are successful and when you are not. And don’t forget to define the conditions to scale up success further.
5. Provide structural and scalable solutions
Take your data-driven improvement initiatives out of the experimental sphere and push the professionals working on them to deliver scalable solutions.
This means that successful solutions must be able to be rolled out broadly across the organization, delivering sustainable value for customer and business. So tie each initiative to an objective: Why are we doing this? For whom are we doing this? What do we want to achieve? What are the risks? And, when are we successful and what do we need if we want to deliver this structurally?
Turning CX insights into improvements with the Business Accelerator
As a data-driven marketer, your ambition should be to structurally turn CX insights into improvements and use them to create value for your customers. Do you want to be helped with this? We have developed the Business Accelerator. It allows you to create immediate value for your customer within 3 months and at the same time provides you with a foundation to move forward:
Improved customer journey, which you can continuously improve based on a dashboard.
Data-driven multidisciplinary team, able to convert data faster and structurally into value for customers.
Scorecard showing the most important development points for the organization based on customer and employee experiences.
