How Organizations Manage Customer Data Today – in Numbers
What 500 business leaders revealed about their customer information systems and strategies
What 500 business leaders revealed about their customer information systems and strategies
THE RESEARCH
Your data struggles are not unique. Keep scrolling to see what business leaders face all around you.
The devil is in the details – and in the data. But in broad terms, our research findings include:
of business leaders don't fully trust their customer data
enterprise organizations have over 100 systems / applications that use their customer data.
of teams maintain off-system spreadsheets or shadow databases
fully trust their customer information
are prioritizing AI-driven products, but 28% struggle with AI adoption
of employees must access between 3 and 10 systems weekly to get customer information
KEY FINDINGS
Business leaders know their companies have to evolve. When asked about priorities for the coming year, a lot of focus is on delivering better customer experiences, improving support and using emerging technologies like AI to get there.
The problem is that nearly all of these ambitions depend on one thing most organizations don't yet have: trustworthy, unified customer data.
Leaders want to improve customer experiences and deploy AI. But their systems are fragmented. Data lives across multiple platforms. Teams build their own spreadsheets because they don't trust the official ones. Most say they can't rely on their customer data.
Data problems aren't abstract. They hit the bottom line. Organizations with fragmented customer data are losing revenue – either through missed sales opportunities or by making decisions based on incomplete information. Most companies face this problem. The cost adds up fast.
Organizations have CRM systems and BI platforms. But most haven't built the data governance and cleansing infrastructure to make those tools work. Teams manually validate data.
They don't verify information against external sources. Data keeps coming from multiple systems in different formats. Without standardization and automation at the foundation, all the other tools “help” amplify the problems.
The leaders see the problem, and they know what needs fixing. Nearly one-third want better data accuracy and completeness. Many see how improved customer data management could drive better sales, more accurate forecasts and faster support.
So, the appetite for change is there. What's missing is the right approach to get there – one that unifies data and builds governance from the ground up.
Your customer data is the lens through which your business sees its market. Above, we looked at the challenges that blur that view, making it difficult to understand and serve your customers effectively. The businesses that can unify, validate and leverage their customer data will define the next era of competitive success. These insights are your roadmap to transforming how you approach customer information.
SUMMARY
As you have seen, customer data is complex. Fragmented. Unreliable. But what if there was a way to transform this challenge into your greatest strategic asset?
Stibo Systems Customer Experience Data Cloud does exactly that.
Imagine having a complete, accurate and trustworthy view of your customers. A single source of truth that breaks down departmental silos, ensures compliance and unlocks powerful insights.
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Go deeper and get a fuller picture of what you see on this page. Download our customer data index report, Blind Spots and Broken Promises.
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