| Step One- CIM | | | | analyze customer behavior and knowing them |
| CIM (Customer Information Management) is the | | | | better for a more focused market campaigns |
| first step when transforming to a | | | | suited to different customer segments. From the |
| Consumer-centric Enterprise. The basic steps that | | | | 'single view' customer data repository, different |
| make any company reach its awareness stage | | | | segments are created on the basis of customer |
| are creating rich consumer data and Business | | | | value to the enterprise. With the various tools, |
| Intelligence applications to leverage that client data. | | | | relationship between individual product/service and |
| Building consumer database is the most critical and | | | | customer can be directly mapped to profitability. |
| challenging function of CIM. 'Single customer view' | | | | Segmentation is mainly the end of data mining. |
| is what most of the enterprises target while | | | | The application service architecture is also |
| implementing any customer solution. | | | | designed to accommodate or leverage web |
| Internally, the disparate prospect view of | | | | services and SOA in the enterprise. |
| different departments increases the gap between | | | | Step Three- Insight to Action |
| the consumer and their satisfaction. The disparity | | | | Transforming the Customer Insight to actionable |
| only increases with growing mergers and | | | | tasks is the main focus. It is the last and vital |
| acquisitions. Thus, CIM includes CDI (Customer | | | | step of transformation into a customer-centric |
| Data Integration) as a primary function to provide | | | | Enterprise. The key questions to focus after an |
| accurate, reliable and timely client data silos. The | | | | insight would be: |
| critical CIM approach is preparing the reference | | | | How would you transform this insight into |
| architecture and best practices for its data, | | | | actions that give you the desired result? |
| integration, impacted business processes, strategic | | | | How do you align your enterprise goals based |
| and operational insight, or analytics. The application | | | | on these insights? |
| service architecture is also designed to | | | | Insight to Action is about making everything 'right'. |
| accommodate or leverage web services and SOA | | | | After each lesson learned, just like there are |
| in the enterprise. | | | | rectifying efforts after a customer insight, an |
| Step Two- Customer Insight | | | | enterprise focuses on making its processes, |
| Intelligent analysis of aggregated client data is | | | | marketing endeavors and efforts aligned to |
| Customer Insight. It enables identification of | | | | customers. Customer actions and activities are |
| relationships between individual customers and | | | | fine tuned on the basis of consumer |
| product / service profitability. With the growing | | | | demographics, lifestyle and affluence. Returns |
| complexity and value added personalized service | | | | from each campaign are measured and the |
| demands across all customer facing touch points | | | | findings used to improve future campaigns based |
| there is a need to quickly attain the capability of | | | | on customer response. |
| 'Intelligent Customer Insight'. It enables OLAP & | | | | The insight to action starts with the operational |
| Data Mining Analytics, measuring Customer Value | | | | and strategic Customer Insight driving decision- |
| and visibility to all historic customer activity | | | | making in all departments like BI Reporting and |
| enterprise-wide. | | | | Analytics. It then focuses on building the ability of |
| One of the most critical functions performed by | | | | an enterprise to capture all company actions and |
| Customer Insight is Customer Analytics. It includes | | | | also the customer related activities and actions. |
| data mining, segmentation, and building a customer | | | | Besides capturing customer actions, it is also |
| analytics architecture. With customer analytics, an | | | | critical to capture customer feedback, both |
| enterprise can enhance cross selling and up selling | | | | negative and positive, from all customer |
| market opportunities. It is the technique to | | | | touch-points. |