Your Checklist to Connecting Data in Your Organization
In order to execute better customer experience strategies, manufacturers need to possess the analytical capabilities needed to support these initiatives. Here’s a checklist of functionalities needed in order to successfully implement insight-driven strategies:
Able to Aggregate Data Across Siloed Systems:
Find a solution that is able to aggregate and store data in a centralized location. One of the biggest challenges manufacturers face is they can only use a fraction of the data in their possession due to sprawling legacy systems and siloed databases. Since these older, inoperable platforms cannot connect with each other, data remains separated, hindering a manufacturing organization’s ability to drive targeted campaigns and boost lead generation. The first step is to be able to identify all the different sources of data and being able to bring all of it together into one consolidated platform. Data from multiple sources, connected devices and machinery, channels and other solutions, such as a customer portal, needs to be seamlessly connected in order to build a complete database that manufacturers can draw from. This solution also needs to be able to integrate seamlessly with multiple solutions to be able to deliver better customer experiences with more efficiency and ease. Connecting to other systems such as a digital asset management platform empowers organizations to manage and deliver the right pieces of content.
In the same way, connecting a commerce solution with a data analysis tool can provide insights and information that will improve sales operations and customer experience initiatives.
Able to Provide Actionable Insights:
Now that the data is collected and ready to use, find a tool that possesses machine learning and artificial intelligence capabilities that can find patterns and analyze that data to provide actionable insights. Any application of AI and ML will depend on the quality of the data collected so this functionality needs to follow enhanced data collection. The right tools can easily support data analysis and convert those data points into information that can benefit your business performance, all while accelerating these processes and aiding any data analysts you may have on your team. By developing predictive models, manufacturers will be able to not only draw insights from a vast amount of data but be able to utilize it to improve their customer experience strategies.
Able to Share Data Across the Entire Ecosystem:
In order for these insights to be effective, they must be easily shared and used throughout the business. This becomes especially important for manufacturers that work together with partners, distributors or other members of their digital ecosystem; these insights can benefit all parties and be applied across multiple use cases. Collaboration is especially critical in manufacturing, among partners and distributors. Additionally, the industry has a great need to integrate a network of employees that is distributed in different locations, such as factories, offices or out in the field. One way to execute this is through the use of personalized dashboards, with results and insights that are relevant to specific users and roles. Too often, not enough thought is given to how users will digest the analysis. Determine what the operators, line managers and plant managers need to know and deliver the analysis to each audience in a way that is clear and not cluttered with things they find irrelevant.
Compliant with Data Best Practices:
Regardless of the tools or systems used, best practices need to be set in place. No matter how advanced your tools may be, adding these to failed processes will not magically resolve anything. Establish an agreed-upon framework for gathering, structuring and sharing data so that other departments across the organizations understand how to utilize the information. Keep in mind that the use of customer data for personalized marketing and services will require clear data governance processes and frameworks, especially in light of GDPR and other privacy laws. Additionally, robust roles and permissioning will help restrict access to sensitive customer information and minimize security issues.
While these functionalities are extremely beneficial, simply implementing them will not instantly resolve all customer experience challenges. Manufacturers need to identify how to leverage these tools in conjunction with a strategy tailored to their goals in order to successfully become a customer-focused business. “6 Techniques To Take Data Analysis To Another Level” is another article that may help you get further ahead with your data analysis.
The manufacturing industry can no longer afford to continue doing business with the same approach Henry Ford had to sell his “Model T” cars. This shift from being product-focused to customer-centric has required manufacturers to collect and leverage data to powerfully understand and serve their individual customers through new customer-focused business models. To find out more about what technologies, anything related to digital experience, can enable success for manufacturers as they implement these new business models, visit our digital transformation page.