Ventana Research today released its latest market research on Customer Analytics. Today’s intense competition requires that companies know as much as they can about their customers in order to anticipate their needs and deliver the best possible customer experience. But to do so requires the visibility into all customer interactions and the associated data — called the customer journey — to be able to assess and guide improvement. In addition, the processes and techniques to use customer analytics to enable better performance within contact centers and the voice of the customer requires discipline in the applied use of information.
Enter this latest Ventana Research benchmark research, on the State of Customer Analytics. It was designed to examine in depth the needs for and use of analytics and metrics by all lines of business involved in customer-related activities. In designing this research, one major goal was to provide prospective buyers with a better understanding of their organization’s requirements and thus improve their ability to formulate a successful internal business case. Another emphasis is to assess interest in using mobile and collaborative technologies to determine their potential for facilitating faster, easier and broader use of customer analytics.
“Managing any customer information and the analytics derived from them in pursuit of a competitive advantage is neither a simple nor a trivial undertaking,” said Mark Smith, CEO & Chief Research Officer. “Organizations poor understanding of best practices and requirements for analytics creates significant issues in most companies, as do deficiencies in their software and processes. These hinder their ability to use customer analytics in the most effective manner to focus on improving the customer experience in all departments and interactions.”
Those interested in learning more about this benchmark research can do so at https://www.ventanaresearch.com/benchmark/customer_experience/customer_analytics. Ventana Research is a leading business technology research and advisory services firm. For more information on how to use this research in your organization, or purchasing research reports, please visit www.ventanaresearch.com/services.
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