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How to meet customer expectations
Key to meeting expectations is to gain deeper insights into your customers. This first starts with your customer data management strategy. To find out, CMO Council surveyed 600 marketing professionals across North America, EMEA, APAC and LatAm.
Insight#1:
Most marketers collect data from traditional sources, and are missing out on other more valuable sources
Percentage of respondents using traditional sources to gain insights
50%
Billing data
69%
Campaign data
49%
Sales data
81%
Contact-level data
68%
CRM system data
12%
Psychographic data (lifestyle, attitudes, values...)
16%
Predictive (batch-based) analytics
11%
Commerce data (in-store, e-commerce, order history...)
13%
HR insights (team, talent and resource allocation)
8%
Real-time predictive (machine learning)
Percentage of respondents using data sources that provide real-time intelligence
Insight#2:
Even the limited data being collected is not being used to its full extent.
0%
of respondents estimate that only 25-50% of data collected is used for real-time insights
0%
Only
say that over 75% of their data is used for real-time intelligence
Insight#3:
The main barriers to using data more effectively are the lack of an organization-wide strategy and not having the right skills and processes in place.
0%
say data is trapped in organizational silos
0%
claim the problem is getting the organization on board with the data strategy
0%
say they have too much data to manage effectively
0%
admit their data is messy
Only
0%
say they are adopting an organization-wide data and analytics strategy
Insight#4:
Having the right customer data and intelligence strategy can yield many benefits
0%
are leveraging customer insights to drive better decisions on content, channel and engagements.
0%
are able to deliver relevant customer engagements that are deepening customer relationships.
0%
have seen improved results and return on marketing campaigns
0%
claim they have helped the entire organization better understand the customer
0%
have created new products, services or solutions to meet customer needs