1Data Dilemma: How Silos and Legacies Limit Customer Analytics Success
Companies face difficulties in delivering real-time, digital customer interactions while maximizing the use of related data, according to a recent survey from Harvard Business Review Analytic Services, SAS, Intel and Accenture Applied Intelligence. The resulting report, titled “Real-Time Analytics: The Key to Unlocking Customer Insights and Driving the Customer Experience,” indicates that legacy systems create most of the problems here. However, businesses are planning to increase their customer analytics spend, so addressing legacies could emerge as part of the solution. More than 560 global business leaders took part in the research. This slide show presents highlights from the survey, with charts provided courtesy of the organizations behind the report.
2Customer Analytics Investment on the Rise
3Connectivity Capabilities to Expand
4Interactions Fall Short of Expectations
5Need to Scale Decisions and Actions Drives Investment
When asked to name the top drivers of increased investment in real-time customer analytics, 69 percent of respondents selected the ability to scale customer-centered decisions and actions across business functions. The designing of contextual engagements across the customer journey ranked second, as chosen by 62 percent of respondents.
6Legacies Top Analytics Challenges
7Actionable Insights From Data Remain Out of Reach
8Inaccessibility of Data Raises Concerns
9‘Bumpy Ride’ in Gaining Customer Activity Insights
10Discouraging Outlook for Experimentation
11Frustrations Grow With Analytics Deployments
Three of five respondents highly value the capability to deploy proven analytics models and test new ones. But only 17 percent said their company succeeds in doing this.