CDM Survey (2017-2018)

We have been living in “The age of the Customer” for some time now. Amazon’s “Customer Centricity” focused strategy has led to a significant change in the competitive landscape and the accelerated emergence of new business models in many markets. Successful companies like Coolblue have followed this example by placing the customer at the center and building their organization, processes, systems, and culture around the customer. The marketing department, often seen as the owner of the “Customer Experience,” plays a crucial role in the company’s success.

Despite Marketing and Sales being focused on mapping Customer Journeys, there is an increasing realization that providing the optimal customer experience begins with high-quality customer data. Obtaining reliable data, efficiently maintaining this data, and gaining the right insights from your customers are crucial prerequisites in using customer data for identifying, segmenting, personalizing, improving customer service, and increasing customer loyalty. Matters such as compliance with regulations (GDPR) also play a significant role in this regard.

Reliable customer data and a robust Customer Data Management foundation are essential underpinnings of any “Digital Transformation” strategy or transformation into a “Data-Driven” organization. However, the reality is that many companies are only just beginning to set this up properly.