Turn customer signals into useful action.

This service focuses on commercial profiles, customer measures and audience definitions in Customer Insights – Data. Customer 360 addresses the wider foundation for shared identity, relationships and access across your organisation. We scope that foundation separately when the use case needs it.

No. Start with the sources required to answer one important question. Expand when the first use case has an owner and a measurable purpose.

Model usefulness depends on the scenario and available data. We assess suitability, test the output and agree how people should use it rather than promising accurate predictions in every case.

Illustrative example: select customers whose usual purchase pattern has changed over an agreed period. Exclude recently closed accounts, review sample profiles with account owners and decide which customers merit personal attention. This is a segment design to validate, not a prediction of churn.

Test who was included, who was excluded and which source values drove that result. Record when the audience was refreshed, reconcile unexpected membership changes and ask the receiving team whether the selection supports its decision.

Source access, matching needs, the measures and segments to define, and the systems that will use them shape the work. We agree one commercial question, its owner and validation criteria first. The proposal separates required subscriptions and capacity from data preparation, configuration and connected journeys.