The Importance of Data for Customer Centricity
The basic prerequisite for customer centricity is sufficiently detailed and specific data. Variables capture the wishes, problems and information needs of customers, but also demographic characteristics such as age, place of residence, previous purchasing behavior or income class.
The data comes from the company's own CMS (Customer Management System), social media, customer interviews or tracking via cookies. Integrative solutions include apps for creating buyer personas, a customer segmentation tool. Other approaches include the Lean Startup Method or Value Proposition Canvas. They allow a targeted customer approach with precise consideration of the customer's individual situation.
In a KPI dashboard, strategic questions can be clearly analyzed, prepared and visually displayed with important key figures. For example, only the purchases of new customers or the success of certain marketing measures can be examined. Successes and failures are made measurable and serve as a future decision-making basis for a proactive design of the touchpoints.