Businesses set to put customer behaviour at centre of digital strategy, data shows – Retail Times



Exclusive data from Kin + Carta, the global digital transformation consultancy, and Google Cloud has revealed that 57% of business leaders see “building a single view of the customer” as the most important area of focus to enable business growth in the next 12 months. 

Thirty business leaders from some of the biggest businesses in the UK, were asked “what areas of your digital strategy will you focus on in the next 12-24 months?” with “building a single view of the customer” coming out on top, closely followed by “getting the most out of data” (54%). Just under a half (46%) were looking to focus on “increasing customer lifetime value”.

Mark Collin, managing director of product and experience at Kin + Carta Europe, commented on the research: “Organisations need to combine technology, experience and data to create intelligent products that aim to drive loyalty and growth. Key to this is understanding customer behaviour. But as we know this can take many forms, so a single view suggests that the big businesses are wanting to simplify the way they digest this insight. A more streamlined approach will only lead to better experiences for customers and therefore contribute to business growth.

“It is also encouraging to see that some of the biggest brands are understanding that they are not getting the most out of their data currently, and are putting that extraction of value front and centre for the next 12 months. Perhaps a sign there has been a shift in culture at these businesses where data is not just the domain of the data teams but also being taken seriously by the senior decision makers?”

Other results from the survey showed that 11% of business leaders were looking to “align organisational structures around customer goals” while “understanding customer intent” and “knowing when and how customers want to hear from you” were both cited by 6% of respondents.

Results were taken from research carried out at The Executive Network (TEN) event: What’s Stopping You? How to create intelligent, data-driven experiences in partnership with Kin + Carta and Google Cloud.


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Exclusive data from Kin + Carta, the global digital transformation consultancy, and Google Cloud has revealed that 57% of business leaders see “building a single view of the customer” as the most important area of focus to enable business growth in the next 12 months.  Thirty business leaders from some of the biggest…