Press Releases

Ventana Research Begins Next-Generation Customer Analytics Benchmark Research

Research will investigate the ways analytics are used to improve customer-facing activities

Bend, OR / Jul 16, 2013 / by Ventana Research


SAN RAMON, CA, July 16, 2013 - Ventana Research has launched its newest benchmark research, Next-Generation Customer Analytics. The research will examine the ways in which companies use analytics to support customer-facing activities and improve customer experience.

Ventana Research's recent research shows customer expectations have extended beyond traditional communication channels, opening up to include website inquiries, social channels, text messages, instant messages and video. As customer contact and communications channels continue to expand, businesses are now 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 this 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 access and analyze new forms of data such as voice recordings and text-based transactions. 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 processes, people and information used to support them. It will investigate the opportunities and issues that accompany have with 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.

"Companies have been talking about effectively analyzing customer data for decades. Most organizations desire a 360-degree view of the customer, yet our recent research shows less than one-third actually achieve it," said Richard Snow, VP & Research Director at Ventana Research. "This next-generation of customer analytics may hold the key but in-depth research is needed to better understand the use cases and best practices for these new technologies. This research will provide education of this critical business topic."

Those interested in learning more about or participating in this benchmark research can do so at The research is being sponsored by Transera. Ventana Research, a leading business technology research and advisory services firm, provides qualified research participants with an incentive, complimentary report and presentation of the research findings as well as access to a free educational webinar on key findings from the benchmark research.

About Ventana Research 

Ventana Research is the most authoritative and respected benchmark business technology research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk.

Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research's insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook, LinkedIn and Google+.

To learn how Ventana Research advances the maturity of organizations' use of information and technology through benchmark research, education and advisory services, visit

Tweet This: News: @VentanaResearch launches new research on Next-Gen Customer Analytics #CEM #analytics

Media Contact: 

Mendeil Bailey

(925) 242-2412