A customer intelligence platform is a software solution that gathers, stores, and analyzes customer data to use in reports and analytic outputs. The goal for a customer intelligence (CI) platform is to combine the quantitative outputs with the qualitative insights from a company’s marketing department to better understand the buyer journey, foster effective and long-lasting relationships with customers and ultimately, accelerate business.
To get stakeholders in your organization to understand the true value of a customer intelligence platform, it’s important that they can see it and experience it for themselves.
The need to be more customer intelligent is often rooted in abstract and hyped concepts that lack specificity, but business stakeholders need to put pen to paper to commit to an actual expected return on investment to motivate action. Marketers and other line of business professionals need something concrete to react to in informing their planned use and adoption of a system.
CCG believes that an ideal first step is to create a visual representation/proof of concept of what a Customer Intelligence strategy can deliver, focused on the art of the possible. This ideally short-duration project (around 6 weeks) tangibly articulates your organization’s vision for implementing the system, starting first with input from your marketing department or lead business sponsor who will then become champions of the project and gain buy-in from other departments.
The single biggest realization for retailer’s marketing team is often that, for every question the CI platform answered, more questions arose, and intuitive self-service reporting around customer data was the most critical capability needed.
In one use case, what started out as an engagement to frame up an interactive customer health dashboard representing acquisition, retention and growth activities ended up revealing dozens of other analytical insights that marketing had authored.
The ability to ask and answer real-world questions immediately via self-service reporting allows business stakeholders to see the value and application of customer intelligence in a much more tangible manner than a roadmap alone could provide and inspires them to become ambassadors for the initiative going forward.
Once stakeholders can see how the dashboard will look and function and have tried it for themselves, it’s time to begin proving its value by putting it to work on real-world challenges the organization is facing.
This was the approach taken by a clothing retailer.
The marketing team had data about sales, marketing activities and customer information spanning multiple systems, but did not have the ability to answer critical questions about their business needed to inform future activities such as:
CCG recommended the build out of a CI platform, offering a mix of dashboards and self-service reporting capabilities built in Microsoft technologies. But they started with the proof of concept – a 7-week engagement that delivered a microcosm of the platform, allowing the company to experience it for themselves, test hypotheses, ask questions and see how it would perform.
Download our eBook to learn best practices for implementing a retail customer intelligence platform in your company or discover more about how CCG helps enable customer centric strategies by visiting www.ccganalytics.com/ci.
Written by CCG, an organization in Tampa, Florida, that helps companies become more insights-driven, solve complex challenges and accelerate growth through industry-specific data and analytics solutions.
CCG understood our project needs very well, they are very responsive and we could not ask for anything more. The solution they provided fit perfectly with our expectations and business goals.GOP Data TrustChief Data Officer
I cannot overstate the delight we experienced from the outcome of our project. I would not only recommend CCG to any company, but question why they would engage with anyone but CCG.PgiDirector of Customer Success
Working with CCG is like working with extended team members. Consultants become an integral part of the work bringing expertise for cutting edge design and development.Hillsborough County Public SchoolsChief Information and Technology Officer
CCG's team is positive and eager. They are a great big bunch of wonderful people trying to make a difference.Hillsborough County Public SchoolsDepartment Manager
I knew CCG's technical expertise and dedication to quality results would be invaluable to our project success based on our past partnerships. We could not have implemented in the short timeframe like we did without their assistance. CCG is #1 on my speed dial for successful project implementation.InCommDirector, Financial Information Systems
It was evident from the onset of negotiations through the implementation that CCG took their role in the partnership to heart and we believe it has been instrumental in our success.Interval InternationalDirector of Marketing
CCG works very hard to understand and align with our needs. It truly feels as though we are on the same team!Fortune 500 HomebuilderBI Manager
CCG came to our company in a time of much change. Their team partnered with ours, continually delivering with professionalism and efficiency. We would not be where we are today without the expertise CCG brought to the project.PSCU Financial ServicesSenior Program Manager
CCG has a good industry knowledge, we are very happy that we chose to work with CCG. They have been a great help strategically and are helping us make important decisions.Minneapolis Public SchoolsHuman Capital Coordinator
Other Vendors use the word Partnership, but CCG actually means what they say. I can’t thank them enough for their professionalism and willingness to work with us as a true Partner, not just another vendor.PODSCIO
Our CCG Consultants are total rock stars: very thorough with a solid knowledge of the financial services industry. As a bonus, they are very easy to get along with – a great fit for our team.Raymond James Financial ServicesSenior Manager of Enterprise Data
CCG's team are all amazing. Thank you, CCG, for all that you do to make us great and keep our credit unions moving forward!PSCU Financial ServicesVP Enterprise Analytics & BI
Other Vendors use the word Partnership, but CCG actually means what they say. I can’t thank them enough for their professionalism and willingness to work with us as a true Partner, not just another vendor.PODSChief Information Officer
CCG's Team is very professional and responsive. They are making our job very easy.Rollins, Inc.Senior BI Analyst
CCG did an excellent job! Their team was very flexible. They gave us everything we asked for and then some.Rooms To GoSenior BI Architect
I'm amazed at the talent at CCG, not just the skillset - they're really good people. We've already referred them once and will do so again!Ruth's Chris Hospitality GroupCIO
CCG did a great job! We're extremely impressed with what was built in a short time. CCG has delivered ahead of time and with best practices, it's been a pleasure to work with them.VologyVP of Analytics
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