Using Data to Strengthen Customer Connections

Harvard Business Review: Nick Harrison and Deborah O’Neill on Using Data to Strengthen Customer Connections

Oliver Wyman Partner Nick Harrison and Principal Deborah O’Neill authored a bylined article titled “Using Data to Strengthen Your Connections to Customers” which appeared in the Harvard Business Review. The article focuses on the importance of frontline employees. While customer insight, segmentation, and behavior tracking have proliferated in recent years, the impact on sales has been underwhelming because these systems have ignored the needs of one key constituent: the frontline employee.

Having the right insight reaching the right hands can be truly transformational and the article explores how companies can get customer data working for them.