Integrating Business, Data, and Technology Use Cases to Deliver Strategy

I often talk about business use cases vs. data use cases. Well today I want to lay out business, data and tech use cases and how they integrate. I have kept it as simple as possible and used Insurance as an example.

Why is this a problem?

Because most orgs start with the data or tech first and don’t start with the business outcomes and results.

Introducing a model that will help you focus on value delivery i.e. outcomes and results.

👉Business Use Case: Elevating Customer Experience for Long-Term Retention

Imagine an insurance company committed to becoming a customer-centric powerhouse by prioritising experience above all else. The strategic objective is: “Prioritise Experience Now, Retain Customers Forever.” This serves as the North Star, guiding every decision and initiative within the organisation.

👉Data Use Case: Insights for Personalised Customer Experiences

In support of this customer-centric vision, the data use case revolves around gathering and analysing diverse data sets. The company collects information on customer interactions, preferences, and feedback to gain valuable insights into individual needs. This approach aims to craft hyper-personalised experiences that resonate with each customer.

Example: Using advanced analytics to understand customer behaviour, preferences, and feedback, allows the company to tailor its services for more personalised and enjoyable customer journey.

👉Technology Use Case: Deploying Seamless Customer Interaction Platforms for Lasting Relationships

The Technology use case is crucial in translating data into meaningful, seamless customer interactions. In this scenario, the company invests in CRM systems, AI-driven chatbots, and real-time feedback mechanisms to enhance the overall customer experience.

Example: Implementing AI-powered chatbots for instant customer support, integrating CRM systems to provide a 360-degree view of the customer, and leveraging real-time feedback to continuously improve services.

The integration between these three layers becomes evident as the insurance company utilises technology and data to deliver personalised, seamless customer interactions. Customers benefit from tailored services, instant support, and a consistently positive experience, aligning directly with the strategic objective of prioritising experience now for everlasting customer retention.

Example: A customer interacts with an AI-powered chatbot for policy inquiries, receives personalised recommendations based on their history, and provides real-time feedback. This not only enhances the customer’s immediate experience but also solidifies their loyalty for the long term.

This holistic integration of business, data, and technology use cases is the key to the successful delivery of the companies data strategy.

This is a simple view, and you need to start with the highest level objective and anchor on that.

How is your data strategy looking for 2024?