As a mutual organisation, the Co-operative logically wants to make customers central to everything it does. For its diverse businesses with different histories, the challenge was to create a ‘joined up customer strategy’. To this end, a central insight team was set up to drive a Group approach to generating customer insights for delivery across the company. emnos was chosen to strengthen this team and help analyse the data produced by 14 million customers (including eight million members) – and use it to develop a Single Customer View.
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