Companies not using customer data to their advantage

UK organisations are failing to utilise customer data properly, making investments in customer relationship management (CRM) products redundant. UK-based CRM consultancy Detica identified only 13% of those questioned as 'leaders' in CRM – that is to say, organisations capable of collating customer data and subsequently using it to improve customer relationships.

Although few industry sectors did well when asked if the organisation had a 'good single view of the customer', there were marked differences in advancement between different sectors. Just 17% of travel, transport and leisure companies make this claim, compared to 55% of telecommunications and 60% of retail banking companies.

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Ben Rossi

Ben was Vitesse Media's editorial director, leading content creation and editorial strategy across all Vitesse products, including its market-leading B2B and consumer magazines, websites, research and...

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