To account for the breadth of the challenge, there needs to be a mix of roles both technical and non-technical. At minimum, this should include analysts, data scientists, and business consultants. The common thread is that they all have a deep understanding of customer data and analytics in practice.
Because the ultimate goal is to move the whole organization toward a customer-centric operating model, there need to be members of the team who can speak to the specific concerns of teams across the company. And not just speak to their concerns, but help them realize value from working with customer data and metrics. That means partnering closely on analyzing patterns in customer purchase behavior, discovering insights through research and analytics, and develop customer-centric strategies to drive business value.
Chris Chapo calls it “a ninja team.” It’s kind of like putting together a crew for a heist movie, but instead of a safe-cracker, a demolitions expert, and someone to talk their way past security, you need a numbers-cruncher, a regression analysis expert, and someone to talk business teams through their challenges. He goes on to say ”The most important role is someone that is an evangelist and works with senior leaders and keeps the drumbeat going and always on.”