How Developed is Your Digital Command Center?
Customers provide information about themselves and their preferences, lifestyle, and activities through a variety of data channels. When utilized properly, companies can create a complete view of their customers wants and needs. By establishing a digital command center, organizations can collect, store, and analyze customer behavior to generate new business, drive awareness, and focus on their brand experience.
A new report from Skylight Intelligence found that the development of the digital command center varies by organization. Depending on factors such as size, dedicated resources, and depth of system integration, organizations that use a command center fall into one of these five stages.
Stage 1: Beginner
In the first stage, the command center generates insights using a part-time or small working group focused on data. Organizations that have a beginner command center only use basic tools to merge and analyze their data. Due to the lack of resources, these organizations only track their own brand, without gaining insights into their competition or the industry. The role of the beginner command center is to drive awareness, sales and participation in events through identifying potential leads.
Stage 2: Coordinated
The next stage focuses on improving coordination across departments, while looking for new and innovative ways to increase brand awareness. Organizations with coordinated command centers use a CRM system to manage their data, but the data is only accessible by a limited group. The data collection for this level of command center is usually focused on specific areas of concern to the business. These organizations begin tracking external competitors and industry information for specific events, but not on a regular basis.
Stage 3: Systematic
Seeking to improve the brand experience, systematic command centers provide coordinated insights across multiple teams. Using the same amount of dedicated resources as coordinated command centers, organizations with systematic command centers merge and store available data with open access using a CRM system.
Stage 4: Advanced
Digital command centers become advanced when they begin to place an emphasis on tracking their brand experience against competitors, while monitoring industry trends. These advanced command centers have specific groups track data, KPIs and industry trends. With more dedicated resources, they are about to monitor key metrics using a standard format with competitor comparisons.
Stage 5: Expert
The most in-depth command centers typically belong to large global organizations. These organizations have a dedicated team of resources in charge of data collection and analysis, while specific teams also analyze certain data. Expert-level command centers build custom intelligence tools to monitor KPIs and business risks in real time, while continuously evaluating industry trends and competition. The centralized storing of data provides easy access to most teams within the organization.
Regardless of your organization size, it is important to utilize a digital command center to gain real-time insights into your consumers. For more information on digital command centers and tips on how to improve yours, view the full report from Skylight Intelligence.
Astute Social’s Command Center displays comprehensive social media activity in real time, allowing businesses to understand cross-platform engagement, influencers, demographics, location, and sentiment with the analytics dashboard. Learn more or request a live demo today.