Customer Data: The Missing Link to Strategic Success

Customer Data: The Missing Link to Strategic Success

A Constellation Research Big Idea Report by Ray Wang

Organizations seeking to grow and differentiate their businesses can no longer afford to mistreat their customer data. In fact, as customers have evolved and in many cases moved on, new strategies require customer data as the foundation for engaging and influencing customers. Information governance and master data management have emerged as key competencies in an organization’s successful customer-facing strategies.

Those leaders who fail to act on a customer data strategy and create total customer relationships face lost revenue, decreased customer satisfaction, lower levels of retention, and increased costs in customer acquisition. This paper identifies customer data as the missing link to strategic success and outlines the steps needed for you to navigate three key forces that are driving the changing dynamics in customer engagement.

Download this Big Idea paper by Ray Wang to gain a better view into Constellation’s seven-step framework for developing a customer data strategy. With effective information governance and master data management in place, organizations like yours can take immediate action to achieve business value.


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