How to build a unified use-case for customer intelligence?

Understanding Unified Customer Intelligence
Johnny Wordsworth
January 16, 2024
min read

How to build a use-case for unified customer intelligence?

Unified customer intelligence is a powerful tool that can transform the way businesses understand and interact with their customers. It involves the integration of data from various sources to create a holistic view of the customer, enabling businesses to deliver personalized experiences, anticipate customer needs, and make data-driven decisions.

But how do you build a compelling use-case for unified customer intelligence in your organization? This process involves several key steps, from understanding the potential benefits and challenges to implementing the right technologies and strategies. Let's dive in.

Understanding Unified Customer Intelligence

Before we delve into how to build a use-case, it's important to understand what unified customer intelligence is and why it's valuable. In essence, it's the process of gathering and analyzing data from all customer touchpoints and channels to gain a 360-degree view of the customer.

According to a study by McKinsey, companies that leverage customer behavior data to generate behavioral insights outperform their peers by 85 percent in sales growth and more than 25 percent in gross margin. This underscores the importance of unified customer intelligence in driving business performance.

The Benefits of Unified Customer Intelligence

Unified customer intelligence offers numerous benefits. First, it enables businesses to deliver personalized experiences. By understanding the customer's journey, preferences, and behavior, businesses can tailor their offerings and communications to each individual customer.

Second, it allows businesses to anticipate customer needs. With a comprehensive view of the customer, businesses can predict future behavior and proactively address customer needs. This can lead to increased customer satisfaction and loyalty.

Third, unified customer intelligence supports data-driven decision making. It provides valuable insights that can inform strategic decisions, from product development to marketing strategies.

The Challenges of Unified Customer Intelligence

Despite its benefits, implementing unified customer intelligence can be challenging. One of the main challenges is data integration. Businesses often have data silos, with different types of customer data stored in separate systems. Integrating this data into a unified view can be complex and time-consuming.

Another challenge is data privacy and security. With the increasing amount of customer data being collected, businesses must ensure they are complying with data protection regulations and safeguarding customer data.

Building a Use-Case for Unified Customer Intelligence

Now that we understand what unified customer intelligence is and why it's valuable, let's explore how to build a use-case for it in your organization.

Identify the Business Need

The first step in building a use-case is to identify the business need. What challenges is your business facing that unified customer intelligence can help address? This could be anything from improving customer retention to enhancing marketing effectiveness.

For example, a retail company might be struggling with high cart abandonment rates. By leveraging unified customer intelligence, the company could gain insights into why customers are abandoning their carts and develop strategies to address this issue.

Define the Objectives

Once you've identified the business need, the next step is to define the objectives. What are the specific outcomes you hope to achieve with unified customer intelligence? These objectives should be SMART - Specific, Measurable, Achievable, Relevant, and Time-bound.

Continuing with the retail company example, an objective might be to reduce cart abandonment rates by 20% within six months.

Outline the Approach

With the objectives defined, you can now outline the approach. How will you implement unified customer intelligence to achieve these objectives? This involves selecting the right technologies, developing a data integration strategy, and defining the analytics and reporting requirements.

For instance, the retail company might decide to implement a customer data platform (CDP) to integrate data from various sources, use predictive analytics to identify patterns in cart abandonment, and create dashboards to monitor progress towards the objective.

Estimate the ROI

The final step in building a use-case is to estimate the return on investment (ROI). This involves calculating the potential benefits of unified customer intelligence (such as increased sales or improved customer retention) and comparing them to the costs (such as technology investments and implementation efforts).

A study by Forrester found that companies implementing a CDP saw a ROI of 802% over three years. While the exact ROI will vary depending on the specifics of your use-case, this statistic highlights the potential value of unified customer intelligence.


Building a use-case for unified customer intelligence involves understanding the concept and its benefits, identifying a business need, defining objectives, outlining an approach, and estimating the ROI. By following these steps, you can make a compelling case for unified customer intelligence in your organization and unlock its potential benefits.

Remember, the journey towards unified customer intelligence is a marathon, not a sprint. It requires ongoing effort and adaptation. But with the right use-case and approach, you can transform your customer understanding and drive business performance.

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