Steps to a data-centric mindset for your business
Do not fall for the hype insisting that being customer-centric requires new, innovative technology. Technology may be a component of the journey to customer obsession, but it may be also be the ‘box in the corner that management installed’ (we ignore it)… if attitudes and culture do not keep up.
We came across ‘steps to a data centric mindset’ created by Temkin Group some time ago, and we often refer clients to these steps for simple tactics to build a data-centric mindset. Below we share these steps as you plan how to become more data-centric in 2021.
- Resist: Try and understand the personal and professional goals of the individuals in your company. Use that knowledge to discuss the value of the insights in terms of how it will help him/her achieve those specific goals. As much as possible, use his/her language for metrics, measurement, and objectives.
- Consider: Show the new customer data in different ways, trying to see how he/she may be able to use it. Do not assume that any existing reports or formats are the right ones. Look for what resonates with him/her and customise the data in those areas. Your effort in this stage is like helping someone find the right shoes in a shoe store. You will need to cater your pitch to tastes and desires that you may not have anticipated.
- Request: Once the team member is in this stage, you are on the hook. You will need to quickly respond to their needs. They have interest in using the data but can easily slip back if they feel as though you are unable to support their needs.
- Incorporate: Keep in touch with your stakeholder and look at how they are using the information. They may have some modifications that they need, but more importantly they will help you identify new ways that you can add value across the organisation with your analysis.
- Envision: This is an exciting stage as the organisation is really using the data insights. But they may create demands that are beyond your current capabilities or resources. Make sure to be a part of this process, but also manage the expectations about what your group can provide.
- Demand: In this stage, team members will likely need dedicated support as data insights are becoming a fundamental component of their operations. Make the case that they might need more headcount to support this "great" increasing use of the insights.
- Embrace: Yay! You have achieved the final stage of developing a data-centric mindset. Use them to help "sell" the value of using your insights across other parts of the business.
Ellipsis specialise in Loyalty and Customer Insights. We help our clients become customer centric, because we believe getting this right is crucial to creating value.
Source: Temkin Group (prior to its acquisition by Qualtrics).