In October/November 2017 Squadra organised a survey to assess the status of Customer Data Management (CDM) in medium-to-large organisations in the Netherlands. The majority of the 77 participants work in retail / wholesale and professional services.
One of the main conclusions is that most organizations still have significant room for improvement: only 11% of participants regard their organization mature in the area of CDM.
The most important driver to improve CDM is to increase Customer Engagement. Another key driver is compliance with stricter privacy legislation (GDPR May 2018). The survey indicates that the biggest obstacle to raise the level of CDM is unclarity about the ownership and management of data related processes (governance). Improvement requires optimalisation of processes and structural changes in the organisation (new functions and departments). External support is seen in many cases as a way to accelerate growth.
Next steps on the way to maturity are (re)structuring, completion and updating customer data, analysis of customer behaviour and (automated) implementation of insights, e.g. personalisation and next best actions. The report is in Dutch.
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