Customer intelligence management benchmark report

Organizations have spent millions capturing, analyzing and applying customer intelligence with the goal of growing revenues by increasing focus on customer-centric strategies and tactics. Whether sourced externally from web-based or third-party suppliers of information, or captured through an organization's own activities, customer intelligence is often stored within numerous data marts across the corporation. According to this white paper from Aberdeen Group, companies exemplifying best-in-class customer intelligence management practices reported greater than 25 percent year over year improvement in each of these key performance metrics: annual revenues, customer acquisition and customer retention rates.

Surprisingly, Aberdeen Group research also revealed that effective management, analysis and application of customer intelligence is still at its earliest stages at organizations of all sizes. Most organizations cited a lack of effective customer data analysis processes and an inability to establish meaningful performance metrics as bariers to improving customer intelligence initiatives.

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