Build the customer-centric organisation: Using data and analytics to accelerate competitive advantage

Sheri Gilchrist

Journal of Digital Banking, 2016, vol. 1, issue 3, 240-248

Abstract: Given the growth in customer demand and the increased complexity to offer financial services and support that can demonstrate value, organisations are making considerable investments in customer relationship management (CRM), data and digital financial technologies. Often these investments fail to deliver on their promise. They are sabotaged by corporate politics, insufficient planning, lack of budgets, training and onboarding. This paper provides the practitioner with a roadmap for building a customer-centric organisation that can succeed. Applying and sharing expert knowledge of setting the strategy for a data-driven mindset, this paper provides recommendations for using digital and data techniques to deliver growth and a list of common pitfalls to avoid. Enabling improved use of digital and data investments that can show impact and demonstrate how marketing can be a contributor to revenue and topline growth.

Keywords: data; customer centricity; FinTech; Big Data; analytics; attribution; marketing; CRM (search for similar items in EconPapers)
JEL-codes: E5 G2 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdb000:y:2016:v:1:i:3:p:240-248

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