Did not followbest practices in using

customer data, sounable to engage

customers in arelevant fashion.

Identify high-value customers and send them targeted marketing messages

Optimize product bundles and o�er times based on historical and recent customer behavior

BEST-IN-CLASSSTEPS TO SUCCESSFULLYMANAGE THE BUYER’S JOURNEYDelighting customers is no easy task for today’s organizations. The constant growth of information on numerous products and services empower customers with crucial intelligence that in�uences their purchase decisions. Achieving success in keeping in-tune with customers’ rapidly changing needs requires businesses to streamline their customer data management activities to personalize each customer interaction. The activities that are used to proactively manage this buyer’s journey can be compared to navigating a treacherous river. Success in completing a journey through this river requires companies to make the right decisions across each phase of the buyer’s journey by coordinating their activities, sharing information and working collaboratively to create lifetime customers.

Companies successfully managingcustomer data collection use the following key di�erentiators:

61%BIC

57%BIC

61%BIC

CUSTOMER DATA

COLLECTIONIntegrate internal data with external dataTrack, measure and report

Social media platforms

Integrate internal data about customers / prospects

with external data (e.g. online, social) to gather

a more comprehensive view of customer interactions

Identify mostin�uential customers

within socialmedia platforms

Track, measure and report the impact of

each piece of digital content on driving customer behavior

TOP CHALLENGES FOR TODAY’S BUSINESSES

48% 32%Increased

competition

Rapidly changingcustomer expectations

Manage/navigate the buyers’ journey by leveraging customer analytics best practices

Customer retentionBIC 158% greater than All Others

Customer satisfaction BIC 16.4-times greater than All Others

Avg pro�t margin per customerBIC 8.14-times greater than All Others

Return on mktg investmentsBIC 844% greater than All Others

We know ourcustomers!

360° VIEW OFTHE CUSTOMER:Seamless integration

of customer data acrossenterprise systems (i.e. ERP, CRM)

52%

Report customer engagementperformance results by role

73%

BIC70%

BIC48%

All Others: 55%

All Others: 31%