1. Did not follow
best practices in using
customer data, so
unable to engage
customers in a
relevant fashion.
Identify high-value customers and
send them targeted marketing messages
Optimize product bundles and offer
times based on historical and recent
customer behavior
BEST-IN-CLASS
STEPS TO SUCCESSFULLY
MANAGE THE BUYER’S JOURNEY
Delighting 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 influences 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 managing
customer data collection use the following
key differentiators:
61%
BIC
57%
BIC
61%
BIC
CUSTOMERDATA
COLLECTIONIntegrate internal data with external data
Track,measureandreport
Socialmediaplatforms
Integrate internal data
about customers / prospects
with external data
(e.g. online, social) to gather
a more comprehensive
view of customer interactions
Identify most
influential customers
within social
media 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 changing
customer expectations
Manage/navigate the
buyers’ journey by
leveraging customer
analytics best practices
Customer retention
BIC 158% greater than All Others
Customer satisfaction
BIC 16.4-times greater than All Others
Avg profit margin per customer
BIC 8.14-times greater than All Others
Return on mktg investments
BIC 844% greater than All Others
We know our
customers!
360°VIEW OF
THE CUSTOMER:
Seamless integration
of customer data across
enterprise systems (i.e. ERP, CRM)
52%
Report customer engagement
performance results by role
73%
BIC70%
BIC48%
All Others: 55%
All Others: 31%