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Updated by Grey Audrina on Feb 04, 2021
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Grey Audrina Grey Audrina
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Typical Data Challenges for an Organization

For an organization attempting to extract the most from their customer data, problems can be identified at each step. Take an example of a marketing campaign scenario, starting from preliminary information retrieval to final campaign creation.

Source: https://www.igtsolutions.com/blog/unlocking-the-customer-value/

1

Localized Disintegrated Customer Knowledge

Localized Disintegrated Customer Knowledge

Big Organizations have multiple channels of interaction with the customer, resulting in multiple entries being maintained across various systems. In a typical Airline operation, data about the same customer can be found in the GDS, Reservation System, IBE, Ground Operations (Check-in, Boarding), etc. These functional silos work independently, with little or no interaction between them.

2

Unknown Customer Value

Unknown Customer Value

In cases where functional silos have been integrated and a comprehensive customer knowledge base exists, organizations are often found wanting on a customer ranking system front.

3

Unfocused Campaigns

Unfocused Campaigns

Without the knowledge of the customer value, organizations are unable to segregate customers and treat them equally, requiring higher investments, and a lack of visible differentiation for highly valuable customers.

4

Rigid Static Calculation Models

Rigid Static Calculation Models

Organizations that do have the ability to arrive at a “Customer Value score” after significant investment tend to opt for static calculation models that are designed in a way that renders them inflexible to change.

  • Hello everyone, Audrina grey here is a graduate in IT Technology and working as a travel consultant. My hobbiess are singing, sketching and enjoys ice skating. I like to share my thoughts on techy gadgets, technology and entertainment etc.

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