Organizations treat customer data as a key component of CRM. Many organizations see an effective customer data management strategy as an important cornerstone of their CRM strategy. Most organizations are moving beyond tactical CRM initiatives focused on saving cost and driving efficiency to making their organization more effective and focused on driving better customer engagement and experience. Customer data is used to enhance customer experiences, improve service quality, target marketing efforts, capture customer sentiment, increase upsell opportunities and trigger product and service innovation.
In this research, Gartner Analysts Praveen Sengar, Ed thompson, Kimberly Collins, Jim Davies, Chris Fletcher, Jenny Sussin, Penny Gillespie, Brian Manusama, David Kohler and Bhavish Sood outline the challenges and opportunities that organizations face today and provide recommendations for how organizations can leverage big data and analytics to drive better customer experiences.