By Kimberly Collins, research vice-president
Big data presents many CRM opportunities, but to be effective and derive business value, customer insights generated by well-managed and analysed big data must be put into action.
During the next few years, most companies will struggle to realise customer relationship management (CRM) business value from big data strategies. The first key to success will be identifying relevant customer processes across marketing, sales, customer service and e-commerce that can benefit from actionable, big data customer insights.
Once a customer process has been identified as a big data opportunity, CRM leaders working with CIOs should follow four critical steps to derive business value:
*Identify sources of customer information for big data strategies.
*Manage and integrate customer information from the relevant sources.
*Use big data analytics to derive relevant customer insights.
*Apply insights to customer decision-making.
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This report is based on independent technology advisory research from Gartner, Inc. Gartner delivers the technology-related insight necessary for IT leaders to make the right decisions every day.