- 91% of the organisations are using data and data quality to optimise their customer experience
- however: 63% lack a centralised approach to data quality
- and 83% tell us that revenue is affected by inaccurate or incomplete data
I have seen a lot of research papers over the years that actually convey a similar message. Bad data impacts your business.
However, this paper highlights the growing trend that organisations are increasingly aware of the potential of their data and that they see data as a means to get closer to their customers.
While I was thinking about this trend and contemplating to use it in a blog post...;-), my marketing colleagues at Human Inference were working on a very interesting infographic called "Why Data Management should be on every marketeer's mind". The infographic illustrates that data management will become crucial for the success of marketing departments. Without solid customer data, marketeers cannot create appropriate content, they will continue to shout instead of listen, they are unable to connect the dots in the customer journey, and they cannot reap maximum benefits from their IT investments.
Reading along (it's only two pages, but very informative....), you will find that leading companies have a much deeper understanding of their customers. It is because they
recognise their customers better and (thus) require less already-known information to be handed over before a customer is being serviced.
And that is also the link to the trend stated in the discussion paper: Data is a very powerful means to get closer to your customers.....