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Customer Data Strategy

How to Create a Holistic Customer Data Strategy

In the past, organizations often operated with a siloed approach to customer data. Whether because of the size of the business, operational realities, or as a result of tool and technology limitations, it’s not unusual to find companies with partially or even completely separated data streams within business units.

To meet the demands of today’s customers and stay competitive in a fast-paced business environment, you can’t afford a piecemeal approach to your customer data. Successful companies adopt a 360° view of customer data and a holistic customer data strategy, which provides greater value to the business and dramatically improves customer experience.

A 360 degree customer view provides value to the business through sales opportunities, efficiencies in marketing spend, and AI/ML-readiness. It also provides value to the customer in the form of relevant recommendations, personalized experiences, and improved customer service.

Unifying Your Customer Data Strategy

It can be overwhelming to pool data from your sales, marketing, customer service, IT, and product teams together into a usable format, reporting structure, and decision-making resource. If your company is like most organizations, you’re likely to run into challenges like:

  • Fragmented and inconsistent data
  • Lack of stewardship and governance
  • Missing integrations between systems and data sources
  • Unclear customer privacy and consent policies

You may not be able to find a single solution that solves every problem, meets all your internal and external data requirements, tracks all the right metrics, and allows for a complete range of analysis and reporting. On the road to becoming a strategic customer data powerhouse, you’re likely to run into some roadblocks.

While every organization is different, we laid out a roadmap for achieving a holistic customer data strategy that minimizes the potential for wrong turns. Using this guide, your organization can align around common objectives, understand your gaps, and make informed decisions to build, test, and iterate a customer data strategy that works for your unique business needs and objectives.


The Ultimate Guide to Creating Your Customer Data Strategy

Step 1: Take a Snapshot of Your Current State

A 360-degree customer view includes data you collect across channels and business units as part of your customer data strategy.

Step 2: Identify Data Gaps and Opportunities

As you build your customer data strategy, what does your information tell you, and what is missing?

Step 3: Align Goals and Requirements Across the Business

Step 4: Assess the Technology Landscape

Step 5: Design your data infrastructure

Step 6: Manage the switch

Step 7: Unleash your customer data

Step 8: Stay change-ready

Unsure? Stuck? Not sure where to begin?

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