Connecting the Customer Dots Is Vital to Business

By Tony Kontzer
  • Previous
    Connecting the Customer Dots Is Vital to Business

    Connecting the Customer Dots Is Vital to Business

    Companies are on a mission to use customer data more effectively to get out in front of customer expectations, but many customers think they need to do more.

Most companies believe they make it a priority to really know their customers, but the perception of many consumers is that businesses don't make the effort to understand them. A recent study conducted by Researchscape on behalf of cloud and big data integration vendor Talend revealed that organizations are making a significant effort to spread customer data throughout their businesses and to ensure that the insight that data provides drives decision making. But the results of the survey, which polled 361 IT leaders and more than 1,000 consumers, indicate that there's a big disconnect between the two groups. "While the majority of companies recognize the importance of data in driving company strategy, many are just scratching the surface when it comes to understanding the dramatic impact customer-360 initiatives can have on increasing their 'share of wallet' and inspiring lasting customer loyalty," said Ashley Stirrup, chief marketing officer of Talend. The findings suggest that there's a lot of room for improvement in understanding and addressing customer needs, and Researchscape cited industry research estimates that businesses are losing $62 billion a year due to poor customer service. We've summarized the findings of the IT leader survey here.

This article was originally published on 2017-06-26
Tony has been writing about the intersection of technology and business for more than 20 years and currently freelances from the Grass Valley, Calif., home where he and his wife are raising their two boys. A 1988 graduate of the University of Missouri-Columbia School of Journalism and regular contributor to Baseline since 2007, Tony's somewhat infrequent Twitter posts can be found at http://twitter.com/tkontzer.
eWeek eWeek

Have the latest technology news and resources emailed to you everyday.