Clear view of who you are
Enterprises that understand their unique strengths and value propositions can configure and leverage the tools to make decisions that truly move the needle—because they’re asking the right questions of the right data.
The enterprises that make the best decisions are those with the clearest view of who they are and what makes them different.
by Tim Williams from Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success
As a consultancy focused on delivering Customer Insights, your clients depend on you not just to deploy a CDP, but to help them see themselves clearly: who their best customers are, what moments matter most, and how to differentiate in crowded markets.
Insight:
Before you build dashboards or stitch together data sources, you—and your client—must articulate exactly what sets their brand apart. Do they win by ultra‑personalized outreach? Superior data governance? Seamless omnichannel journeys? That clarity drives every choice you make in mapping data flows, defining segments, and designing activation campaigns.
Example:
Helping subscription‑based service providers (think SaaS and membership models) use Customer Insights to boost retention and upsell.
- Reinforcing decision:
- Discovery: You kick off each engagement with a half‑day workshop to define the client’s “customer affinity” metric—what loyalty looks like for them.
- Data model: You prioritize integrating usage telemetry and support‑ticket histories because those data sources directly feed the affinity calculation.
- Activation: You build personalized journey templates in Dynamics 365 Customer Insights that automatically trigger when a customer dips below a usage threshold.
- Follow‑up: You schedule quarterly “health‑score” reviews showing how shifts in affinity correlate to churn reduction—reinforcing your brand as the specialists who translate data clarity into business impact.
- Detracting decision:
- Generic scope: You adopt a one‑size‑fits‑all template that only draws in CRM contacts and purchases—ignoring the client’s unique membership‑usage data.
- Misaligned KPIs: You report on standard “email open rates” rather than the client’s true differentiator, “time‑to‑renewal.”
- Activation mismatch: You set up broad “win‑back” campaigns without segment‑specific messaging, diluting the sense of personalization.
- Neglecting follow‑through: You hand off to a junior analyst for quarterly reviews, and clients never see the strategic narrative you originally promised.
When you and your clients share a crystal‑clear vision of what makes their business different, every Customer Insight configuration, dashboard, and campaign you deliver reinforces that identity—and powers decisions that align with their one true north.
