My next big project: Systematic communications strategy. We need to talk to all our customers at each stage of their relationship with us. We need to promote ourselves to different customer segments accordingly. We want to know how we are doing, what they think of us, so it must feed this information back to us for easy reporting. We need to talk to them on a level that is higher than a basic account management level – it has to be meaningful and adding value to the relationship.
All very well and good, but we need the data. We need it in the right place. We need it to be easily accessible and automated.
Herculean?
We don’t yet have this. I know collecting and managing customer data like this is a major task in all organisations and few do it really well (most do it badly!) – but I really want to get this cracked and I do love a challenge!
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