Michael Barnes says, “As I wrote in my recently published report, customer insights (CI) are an increasingly critical source of competitive differentiation in the age of the customer. Forward-thinking business and technology management leaders in Asia Pacific (AP) are actively looking to better leverage customer data and advanced analytics to increase marketing effectiveness and improve the customer experience (CX).

Unfortunately this isn’t the case everywhere. Many AP firms still lag in their understanding of customer analytics. They also lack the skills and ability to execute.

A collection of internal and external factors will affect customer analytics success. How can you improve your ability to transform available data into insight? Start by taking Forrester’s self-assessment to help determine where your organization falls in Forrester’s customer analytics maturity model and use that to identify specific areas of focus for future improvement”.

The Case For Optimising Customer Analytics – Improve or Perish

The Forrester Blog

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