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What went wrong with customer 360

Three decades into the data revolution, we find ourselves asking an existential question: What happened to the promise of customer 360?


The ability to get more customer data was supposed to fundamentally change the relationship between customers and brands. Companies were going to be able to offer targeted, meaningful engagements that would multiply average deal size and slash time to close. Predictive algorithms would make it possible for brands to give their customers everything they needed — before they knew they needed it — sending customer loyalty and lifetime value (LTV) through the roof.
So what went wrong?


When digital transformation became a common objective, most organizations treated it as nothing more than a perfunctory series of boxes to check if they wanted to keep up with the competition. Even as companies invested in expensive tools to generate and consume data, they still struggled to see the promised value in those investments. In fact, a shocking 77% of organizations report that customer insights have failed to become a source of growth and competitive differentiation.


Realizing the promise of customer 360 requires a change in the way we think about customer data. The companies who thrive will be the ones who adopt a holistic perspective and treat data as a long-term strategic asset that underpins every business decision. In short, healthy businesses will be the ones who prioritize data health.

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    As organisations strive to meet the demands of the digital era, SIFT remains steadfast in its commitment to delivering transformative solutions. To explore digital transformation possibilities or learn more about SIFT’s pioneering work, contact the team for a complimentary consultation. Visit the website at www.sift-ag.com for additional information.

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    Get a glimpse into the future of business with SIFT Analytics, where smarter data analytics driven by smarter software solution is key. With our end-to-end solution framework backed by active intelligence, we strive towards providing clear, immediate and actionable insights for your organisation.

     

    Headquartered in Singapore since 1999, with over 500 corporate clients, in the region, SIFT Analytics is your trusted partner in delivering reliable enterprise solutions, paired with best-of-breed technology throughout your business analytics journey. Together with our experienced teams, we will journey. Together with you to integrate and govern your data, to predict future outcomes and optimise decisions, and to achieve the next generation of efficiency and innovation.

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    SIFT Marketing Team

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    SIFT Analytics Group

     

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