DST DATA EXPLORATION Making the Most of Data to Improve Your Communication Effectiveness

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1 DST EXPLORATION Making the Most of Data to Improve Your Communication Effectiveness

2 DST EXPLORATION MAKING THE MOST OF TO IMPROVE YOUR COMMUNICATION EFFECTIVENESS Organisations today are swamped with data but often do not know what they have or how to get the most out of it. DST s Data Exploration service helps your organisation: G ain a better understanding of your existing data landscape. R ecognise the gaps between your current data abilities and a desired future state. R ecommend data improvement strategies to close those gaps. This will help your organisation realise your full marketing potential through using data better to fuel your marketing communications. To achieve this we work together with you through four key areas of focus; Communications Goals Identification, a Data Audit, a Gap Analysis and Data Improvement recommendations, leading to actionable insights with real and practical organisational value COMMUNICATIONS GOALS IDENTIFICATION Our DST consultants initially focus on gaining an indepth understanding of your communication goals and aspirations from both a short-term and longterm perspective. From the identification of these, DST will be able to benchmark your current abilities and challenges against your desired future state. 2. AUDIT DST provides an independent assessment of the infrastructure that holds data on your customers, prospects, interactions, transactions and operations. It covers data collection, data quality, architecture and processes, compliance and accessibility. This key stage helps your organisation understand the data resources available to drive ongoing customer and business insight. Our proprietary data quality assessment platform Surety, together with organisational and system analysis, will objectively assess your data cleanliness, capabilities, processes and procedures.

3 From the data audit findings, your organisation typically will be able to: Understand the data infrastructure required to meet your communications objectives. Gain a clear understanding of the size and makeup of the universe of data available to your organisation both for operational and analytical purposes. Understand how your customer and prospect data is collected, stored, linked, maintained and accessed by relevant departments and stakeholders. Identify missing variables, duplicates and other potential data quality challenges limiting your organisation s ability to realise your marketing goals and aspirations. Determine data cleanliness currency, latency, completeness, accuracy and suitability for purpose and potential. Discover and define core sources of data in your organisation and, where possible improve and automate data collection. Assess the suitability of the tools and applications your organisation uses to view and manage your identified data sources. Assess who are the relevant stakeholders that provide and would benefit from access to data. Ensure compliance with the latest data regulations and legislation. 3. GAP ANALYSIS The Gap Analysis will determine what immediate steps need to be taken to move you to the next stage of improved communications in the short term. This will provide quick wins for your organisation which will bolster the case for undertaking any other activity that is necessary to meet longer term aspirations. During this stage we will work with you to review and identify a comprehensive set of gaps and challenges to inform a series of data improvement recommendations. 4. IMPROVEMENT RECOMMENDATIONS Using all the insights we have gathered, DST will prepare a detailed set of recommendations to bridge existing data and process gaps to enable the realisation of your communication goals. Key objectives within the recommendations include the automation of data processes to provide increased capability, efficiency and performance and the delivery of a more personalised customer experience in all customer touch-points. To help your organisation assess each detailed recommendation, they will be assessed against their potential business value and return on investment, together with ease of implementation. This creates a prioritised roadmap for realising improved customer communication activities. 3

4 ASSESSMENT OF: INFRASTRUCTURE AND SOURCES, QUALITY AND PROCESSES HOLDING KEY CUSTOMER AND PROSPECT, MARKETING, TRANSACTIONAL AND OPERATIONAL INFORMATION FINANCE ACCOUNTS IT BILLING AND TRANSACTIONAL CUSTOMER SERVICE WEB AND MOBILE PHONE CALLS AND COMPLAINTS ANALYTICS MARKETING CUSTOMER BEHAVIOUR AND PLANNING MARKETING AND DEMOGRAPHIC SALES PURCHASE FINDINGS AND RECOMMENDATIONS EXPLORATION PROVIDES RECOMMENDATIONS ON OPTIMISING YOUR ASSETS TO IMPROVE CUSTOMER INSIGHT AND COMMUNICATIONS 4

5 DST CUSTOMER COMMUNICATIONS DST LONDON PARK HOUSE FINSBURY CIRCUS LONDON EC2M 7EB