Building Customer Centricity on a Foundation of Intelligence Capital

While the term ‘intelligence capital™’ is relatively new, the concept itself has been widely adopted by customer-centric organisations. Given the challenges of today’s markets and the complexity and savviness of consumers, the ability to develop strategies and make decisions based on a foundation of intelligence capital is more important than ever.

Speakers:

• Jane Frost, CEO, MRS
• Crispin Beale, Senior Strategic Advisor, mTab

Overview: While the term ‘intelligence capital™’ is relatively new, the concept itself has been widely adopted by customer-centric organisations. Given the challenges of today’s markets and the complexity and savviness of consumers, the ability to develop strategies and make decisions based on a foundation of intelligence capital is more important than ever.

What you’ll learn:

• The foundation of the ‘intelligence capital™’ approach
• The five key steps to embed it across your business
• How it can be applied to all areas of an organisation to build a genuinely customer-centric approach

Embedding an ‘intelligence capital™’ approach successfully across an organisation relies on five key steps:

Discover: Identifying each of the disparate datasets and information sources that exist across an organisation’s technology infrastructure, along with the owners and usage applications. This is critical to understand the types of information available and the corresponding ownership, in order to inventory and integrate them to deliver a holistic view of the customer.

Develop: Integrating these fragmented datasets into a single-source environment. This requires customer experience technology to synthesise the datasets to gain strategic perspectives of the behaviours, attitudes and engagements with a brand across the entire customer journey, and specifically on the path to purchase.

Distribute: Providing access to comprehensive insight and intelligence across an entire organisation. An area often overlooked, it is essential that every team uses the same evidence to align their understanding of customers as they provide engagements across the customer journey.

Drive: Gaining a commitment to use the intelligence capital as a foundation for every team. This is critical to align decision making and to set strategies, direct tactics, design experiences, guide innovations and advise the customer experience at every engagement point.

Duplicate: Making the intelligence capital approach the backbone of the company. In order to foster a truly customer-centric culture, this approach must be integrated into the ongoing methodology and culture of the organisation.

Join our webinar with MRS’ own Jane Frost to learn how implementing an intelligence capital approach can align all areas of strategy and decision making to create a genuinely customer-centric organisation.