Despite most firms indicating their involvement in customer intelligence efforts, the lack of sophistication of said efforts–and the siloing of the data–is holding back many businesses, according to a new report from Forrester.
The Intelligent Approach To Customer Intelligence report reveals more than 80% of companies say they use market research, direct marketing, and web analytics, as part of their customer intelligence. Yet, despite this, only 25% of companies have any idea just how beneficial that data is to their business. Forrester submits that there are three levels of sophistication–when it comes to customer intelligence–and most organizations are barely scratching the surface:
So what gets your firm from one siloing to sharing? Apparently, it’s the people you hire. Marketing "technologists", "scientists", "practitioners" and "customer strategists" are all job functions of the future–all reporting into a CMO that places a high priority on customer intelligence.
You can purchase the full report here.