When companies fail to meet customer expectations — which happens all too often — insufficient access to customer data is usually to blame.Only 13 percent of 680 executives who responded to a recent Harvard Business Review Analytic Services survey had a single source of customer intelligence capable of integrating everything—such as social data, support calls, and sales and service partners involved—into a single view.

But don’t take that low number to mean lack of interest in a single source solution—58 percent of respondents were either actively developing a solution to the problem (30 percent) or evaluating an alternative (28 percent). Many of these executives believe that creating a single view of customer engagement is one of the biggest challenges they face, and they’re turning to IT and outside experts for help.To read this article in full or to leave a comment, please click here

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