Applied Customer Insight - Creating the Customer Intelligent Organisation
Why ACI is important
This is a new proposition for Logica enabling clients to grow their customer base and revenue streams. We have established a partnership with the world’s leading marketing communications company, Ogilvy (a part of WPP ).
Organisations need to be able to respond to opportunities faster than ever before against:
- a backdrop of an increasingly complex marketplace
- the array of digital channels available to engage with the customer.
Applied Customer Insight (ACI) react to the marketing team’s need to understand and address market opportunities faster. This has to be aligned to the organisation’s, in particular the IT team’s, ability to respond.
ACI draws on Ogilvy’s understanding of marketing operations and customer behaviour and Logica’s
understanding of IT and what is achievable. The partnership provides a unique combination of skills,
relationships and experience to bridge the needs of marketing/IT in today’s digital world.
What is ACI?
Marketing and IT departments need to work together to realise business opportunities and deliver great customer experience with today’s digital touchpoints. In many organisations, the Marketing and IT
departments are speaking in completely different languages, with different objectives and priorities.
Ogilvy and Logica have formed a partnership to:
- realise a common language that both Marketing and IT will understand
- agree on joint objectives and priorities that will benefit the business
- equip an organisation with capabilities needed to realise market opportunities.
Creating the capability
ACI starts by combining information from line of business and CRM systems with data to provide the
information from which customer insight can be created. The data can be sourced from marketing
campaigns, customer interface analytics, transactional behaviour, social media traffic and other digital channels (referred to as ‘Big Data’). The key to ACI success is to concentrate on the datametrics that marketing campaigns and sale transactions can affect. To put it simply, measure what can be affected through sales, don’t try and measure everything.
How we do it
The journey starts with an understanding of the current customer experience. This is followed by a review of the satisfaction and competitive position of the experience across the customer touchpoints. The review is performed through an ‘art of the possible’ engagement with the Marketing and IT teams.
Our capabilities
We bring the expertise and proven track-record of both Logica and Ogilvy to deliver the ACI proposition
| UK |
- Social business - Jive
- Predictive analytics & big data
- Marketing, communications user experience - Ogilvy
|
| France |
- Social business - Jive
- CRM
- Mobility
|
| Germany |
|
| Sweden |
- CRM
- Social business - IBM
- E - commerce
|
| Norway |
|
| Benelux |
|
| Global Ops |
- Development capability for all technologies
|
We have established an ACI ecosystem of leading marketing communications and technology organisations.
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