Customer Data Management Best Practices Adoption

We surveyed 55 business and technology decision-makers and influencers to discover their strengths and weaknesses compared to 12 customer data management best practices. We found that adopting customer data management best practices is a challenge for many organizations. Nearly one-third of those surveyed evaluate their use of customer data management best practices as poor/below average. Fifty-six percent of the customer relationship management (CRM) panel members we surveyed evaluate their capability to have a single view of the customer across all systems and platforms as subpar. And 42% evaluate their ability to have a continuously updated customer knowledge base that provides all the critical business information about customer relationships to be at the same low level. Creating a "360-degree view" of the customer is central to the vision of CRM. Our panel members report that attaining this vision still eludes them. How well does your organization stack up? Compare your organization to customer data management best practices, pinpoint the best opportunities for quick wins, and build an action plan to close the gaps.