Ventana Research’s recent research shows customer expectations have extended beyond traditional channels, opening up to include website inquiries, social channels, text messages, instant messages and video applications. As customer contact and communications channels continue to expand, businesses are new faced with larger, more complex sets of customer data. Many organizations continue to attempt to achieve a 360-degree view of the customer but due to these bewildering number of data sources, reaching this pinnacle has become increasingly difficult.
Seeing this opportunity, software vendors have begun to introduce new, more advanced analytic applications. This next-generation of customer analytics capabilities may make it possible to effectively access and analyze new forms of data via web-based mobile devices and collaborative technologies. Implementing such initiative holds great promise but requires an in-depth understanding of options, functional requirements and best practices.
This benchmark research will examine current adoption of next generation customer analytics and the technologies used to support them. It will investigate the opportunities and issues that accompany these new capabilities and the impact they have on the overall customer experience. The research will also determine what steps companies can take to formulate a successful internal business case for adoption of these applications.