The Future Of Customer Data Management

Customer data is the lifeblood of the contemporary enterprise. It's used in virtually every function of the business, including product research, design, and development; advertising and marketing management; sales; and customer experience. Companies have more data about their customers than ever before, thanks to public sources like Facebook, hyperengagement through digital channels such as mobile, and the increasing presence of sensors. Customer data just got big, and this changes everything about customer data management (CDM). The first change? The traditional 360-degree view of the customer is no longer adequate to having world-class CDM capabilities. The future of CDM is also big — meaning that firms must capture, store, analyze, and use a plethora of data from new sources to create a multidimensional view of customers. This report outlines Forrester's future look for customer big data management and helps application development and delivery professionals understand and navigate the process of developing a future-proof CDM strategy.