The emergence of the CInO (Chief Insight Officer) signals a much-needed collaboration across departments to drive business optimisation and meaningful relationships with customers. Contextual, individual customer engagement is a priority for business leaders everywhere in 2017, and the need to operationalise insight can no longer be ignored.
At its heart, the idea of the CInO reverses the data-insight-action triad. It is ultimately the outcomes that matter, and, with such prolific data volumes, it is no longer acceptable for lines-of-business to pick and choose the insight they use – they need a holistic approach that marries brand values with each and every customer at the point of interaction.
Picture three layers in between your customers (and customer-facing employees) and data: interactions, intelligence, integration.
If you focus on data and integration, you will naturally think in terms of your products and services as you seek to leverage the data to achieve your business objectives (growth, retention, service, manage risk). Approached from the customer angle, you start to understand, and empathise with, their needs and decision cycle. That awareness must guide your quest for insight – insight that can be operationalised to deliver contextual customer (and customer-facing employee) engagement. The quest for insight then dictates the data required.
That data will invariably be accessed from multiple places. It doesn’t all need to be in one place!
Real-time interaction management is enabling organisations to put artificial intelligence, in the form of a customer decision hub, in that middle layer. The strategies that are arbitrated in that hub are the very essence of a brand, determining personal next best actions for each and every individual customer (and customer-facing employee). The CInO has a senior-level task to govern those strategies and the insight that informs them (predictive models, adaptive models/machine learning, real-time events and more).
By Robin Collyer, marketing and decisioning specialist at Pegasystems
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus