Alignment between internal operating effectiveness and external customer experience is possible. Close the results gap with data-driven customer insights that lead to results.
Earning—and deepening—customer loyalty is a challenge, even for established brands. But big data, drawn from a variety of sources both inside and outside the firm, can yield valuable insight into customer behavior. Though often unstructured and complex, when properly sorted, filtered and interpreted it can inform media and sales investments and identify customers with above-average lifetime profitability potential.
By improving data management, streamlining IT resources and closing information gaps, businesses can capture the information they need in order to market the right products to the right customers. And by using tools like PwC's proprietary Experience Radar to enhance experience design—and behavioral economics to deduce customer choice—they can also make more accurate demand forecasts and gain analytical insight about market segmentation. When properly understood, today's mobile, social customer will point the way to competitive advantage.