Operational and Analytical Disparity
Valuable customer insights can be derived from operational data obtained from various channels and
customer touch points. Such insights created by analytic processes can greatly improve future operations. However,
disparity often exists between operations and analytics. Valuable information from operations got buried in silos and
is not leveraged in analytical processes across the enterprise. Conversely, business insights created by analytical
processes are not tied to the improvement of operational processes. For example, specific target marketing
campaigns may not benefit from general cross-selling strategies due to the lack of integration of cross-selling
analytics to specific marketing processes. Businesses are collecting vast amount of customer data from various
transactions. The challenge however is to transform these mountains of data into useful customer insights that can be
leveraged to improve customer operations. Disconnection of the operational and analytic feedback loop will hamper
effective customer operations and the creation of critical customer intelligence.