Companies at this stage are just beginning their customer-centric transformation, and gut instinct, channel performance, and “what has worked in the past” drive their decision-making. These companies think about the customer in terms of personas, and generally have a few loose ideas about who their customers are and what they want. While these companies may collect some customer data, they still need the know-how and strategy to derive insights from that data.
Next step: For these businesses, there’s nowhere to go but up! Even so, an organization-wide initiative is intimidating. A sensible first step for companies beginning their customer-centric journey is to introduce new processes into one function, or a division of the business. Soon, this group will have solid results and the knowledge needed to advocate for customer-centric processes throughout the company. At this point, the organization must begin thinking about how it’s collecting data and standardizing definitions: establishing good practices here will provide an important foundation for long-term growth.