小売業の顧客分析と洞察：IDC PlanScape

当レポートでは、顧客分析を構築することの重要性、変化をもたらすために必要な部門横断的なデータの編成、成功に不可欠な文化、リーダーシップ、リソースを組み立てるための出発点などの情報を提供しています。

IDC PlanScapeの図

エグゼクティブサマリー

顧客分析と洞察が重要な理由

• カスタマーエクスペリエンスに関する小売業の意思決定には顧客理解が必要
• 企業戦略の定義
• 小売業務の最適化
• 小売マーケティングと販売の最適化
• 顧客分析と洞察が顧客理解を確立

顧客分析と洞察

主要な利害関係者

• 最高経営責任者
• 最高財務責任者
• 顧客分析リーダー
• その他

組織が顧客分析と洞察を活用する方法

• データドリブン（Data Driven）のCA&Iプラクティスを確立
  • CA&Iを日常のワークフローに組み込む
    • 文化の変化
    • リーダーシップのサポート
  • マーチャンダイジングとオペレーションをCA&Iの意思決定に組み込む
  • データの専門家と科学者の採用
  • 顧客分析リーダーの任命
  • データサポートチームによる顧客分析の収集、準備、分析、統合を可能にする

技術バイヤーへの提言

関連調査

This IDC study provides a road map for initiating a customer analytics and insights practice by introducing the critical nature of building customer analytics, the cross-functional data orchestration necessary to introduce change, and the starting points to assemble the culture, leadership, and resources essential to succeed."Customer analytics and insights as a practice provides the critical metric for all retailers to achieve true customer obsession. Retailers of all stripes are touting the customer obsession party line. But many retailers haven't put in the legwork to make customer obsession real or successful," says Ananda Chakravarty, research vice president, Merchandising and Marketing Analytics Strategies, IDC Retail Insights. "To be customer obsessed means understanding the customer, and understanding requires metrics applied to all aspects of the retail business from merchandising core to social media fringes."

IDC PlanScape Figure

Executive Summary

Why Is Customer Analytics and Insights Important?

• Retail Decisions for Customer Experience Need Customer Understanding
• Defining Corporate Strategy
• Optimizing Retail Operations
• Optimizing Retail Marketing and Sales
• Customer Analytics and Insights Establishes Customer Understanding

What Is Customer Analytics and Insight?

Who Are the Key Stakeholders?

• Chief Executive Officer
• Chief Financial Officer
• Customer Analytics Leader
• Other Key Stakeholders

How Can My Organization Take Advantage of Customer Analytics and Insights?

• Establish a Data-Driven CA&I Practice
  • Embed CA&I into Daily Workflows
    • Culture Change
    • Leadership Support
  • Bring Merchandising and Operations into CA&I Decision Making
  • Hire Data Experts and Scientists
  • Assign a Leader for Customer Analytics
  • Enable Data Support Teams to Collect, Prepare, Analyze, and Integrate Customer Analytics

Advice for Technology Buyers

• Assess Your Current Tech
• Think Holistically
• Prioritize Customer Technology
• Collaborate on Data Gaps
• Decouple Data Analytics and Data Sources
• Everyone Should Be Able to Access the Data

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