I work for big pharma and over the last few years we’ve implemented a CRM tool that supposedly provided us a 360 view of the customer. I was part of the team here at GSK that worked with our vendor to develop and implement the tool across our various contact centers. Like what the article from “Marketers See Value in Big Data Analytics But Face Hurdles” states below, we worked to sync all of the customers touch points with our contact centers.
“It’s about really understanding that customer from an online and offline perspective; a 360 degree view,” Moore says. “Marketers are struggling to stitch that view together. You have to have that in place first before you can do other elements. First you’ve got to get that insight.”
As we started using the tool, we found that the disconnect was how each contact center identified the customer and the barriers with patient privacy. The data is held is silos and I haven’t seen how we’re using all of the collective information to form decisions like we thought it would. It also heavily depended on the user to enter the CORRECT data on the customer…if they even reported that data from the touchpoint. Not all the contact centers followed the same compliance policies when contacted by a customer.
What I found out was that the reporting tool of the application was a low priority in the development process. Not only was it difficult to create reports when launched, but we didn’t have the resources available to us that had the skill sets to analyze the data. An example of this is supported in the article. We also haven’t optimized our ability to translate our ecommerce data against our contact center data, which ultimately has the same customers using both. Again, the data that was being collected by the ecommerce sites were not being utilized to it’s full potential, as reporting and data analytics was not a high priority in the first phase of the launch. We’re playing catch up.
“Teradata says the roadblocks are often not the result of technology adoption, but a shortage of data analytics skills and a reliance on unrefined processes. In fact, 42 percent of companies list a lack of processes to bring insights into their decision making as their main barrier to using data in decision making.”
We’re tasked with the challenge of being able to provide fast and accurate data and reports to our customers with their transactional data. At the moment, a lot of the work is being done manually, such as excel spreadsheets and/or it’s not available for our customers to use our ecommerce site to obtain that information.
“You’ve got to have tools in place to allow you to be more agile at what you do,” Moore says. “You’ve got to automate processes. Many marketers still rely on the number one tool on the globe, which is Excel spreadsheets. You’ve got to find ways to be more optimized.”
It’s evident that in order to leverage our ability to service our customers and gain more insight into the data, we need to be more agile and progressive in how we’re managing big data.