Grey Audrina
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/
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.
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.
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.
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 ...
