Forrester finds, however, that fewer than 15% of firms have a strategic customer-intelligence operation. The ones that do transform
customer data into actionable intelligence see a lot of benefits as a result, "including improvements in customer acquisition, retention and satisfaction to increased revenue, profitability and
customer lifetime value."
How to get there? Walk the talk. Everybody says they're focused on consumers but few companies truly are. Change the corporate culture. Be like Disney, where information-driven marketing practices grow out of a corporate culture designed around the mantra "know me and be relevant."
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