Customer behaviour and trends have changed significantly due to the COVID-19 pandemic. Further, due to the lock down measures by the governments across the globe and the necessary social distancing norms, customers have adopted the use of new digital technologies and have learnt their applications in their day to day functioning. As more customers now move to online engagements and transactions, organisations are wrestling the ‘need for speed’ to customer intelligence and insights, to understand the new patterns of customer engagement and habits. To enable such an intelligence-fuelled Customer 360⁰ (C360⁰) ecosystem requires organisations to relook into their customer success objectives, followed by a roadmap and ecosystem assessment to redesign their C360⁰ initiatives.
This paper summarises an approach to analyse the C360⁰ readiness such that a more experiential and meaningful customer relationship could be established with new age technologies and processes using ML / AI – which in the long term is key to rapidly redesigning and innovating newer customer intelligence propositions. Ultimately, for brands the aim is to increase the reach, engage to develop trust and advocacy.
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