The new rules of the game for Customer Intelligence

Written by Silvana Buljan for Buljan & Partners Consulting

When it comes to Customer-Centric Leadership supported by sophisticated technology I have learned something new about the current standard of customer analytics. All of us agree that we need to analyze all the data we have available for our customers to give them a better service: transactional data, profiling, behavioral data, etc. And most of us agree about the enormous efforts made in customer analytics: after a complex process of parameterization and qualification of data it sometimes takes weeks for marketing professionals to receive target group segments in order to conduct personalized campaigns. It seems that this will be redundant in the near future with recent developments at big database technology vendors, who are all going for the same concept: in-memory storage. My reduced knowledge of database technology did not keep me from understanding the new functionality of the new SAP 360 customer application based on HANA at the annual SAP Sapphire event in Madrid. If what I have seen is really how it works, it is an amazing step towards “democratization” of the availability and analysis of customer data across the organization. Even marketing and service professionals will be able to segment unstructured customer data – in real-time – without having to make internal requests for data queries to their IT departments.

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