Having mapped your ecosystem, you need to identify your data sources and start building your intelligence hub.
An intelligence hub is a central resource that houses all of your insights. It can be a physical platform like a Customer Data Platform (CDP) or simply an archive/a team that handles this function. This is a necessity for building an Intelligent Experience and facilitating ongoing learning within your entire organisation.
While it's important to capture the right data to ensure an unbiased view of your ecosystem, you don't need to have everything in place before you start. Data is meaningless unless you can transform the information into insights and use it to drive decisions. A good analyst can draw actionable insights from the most basic of quantitative data, so don't delay taking action while you wait for more data.
By combining everything you know about your users across your touchpoints and data sources, you can start to find the main pain points in your journeys. You may even identify a need for a touchpoint that doesn’t currently exist.
Using this data to prioritise the work you deliver will ensure you are using your resources in the areas that will bring you the most value - the ‘moments that matter’ for your customers.
3. Make your moments matter
Your foundation is set, now it's time to bring it to life.
Having the ecosystem blueprint gives you a holistic view of your potential and whether you are making the most of your technology. Combined with your identified ‘moments that matter’, you have a set of parameters in which to play, giving you the licence to innovate with minimised risk in a space where you may have otherwise seen no potential.
Keeping loyal customers engaged requires emotional intelligence and understanding. Like any good relationship, maintaining a consistent and relevant connection over time is essential. Armed with insights from your intelligence hub, you can align your brand pillars to your customer's needs, expectations, and values. Implementing emotional triggers and offering up relevant content, in the right context, helps to create a memorable brand experience.
It’s only through truly knowing your customers that you can create experiences that resonate with them. These are the experiences that will set you apart from your competitors and turn your customers into advocates.
Don’t get left behind
We are now living in the age of intelligence.
If you want to succeed in today's fast-paced and constantly evolving business environment, you need to go beyond just having a website or app - you need to create the Intelligent Experiences your customers expect and deserve.
So, don’t wait - think big, start small and act fast!
