Business Gain From How You Retain Executive Summary & Full Report

Business Gain From How You Retain examines ways companies can improve the return on customer equity and lifetime value by making customer insight, understanding and intimacy a hallmark of the organization. The study assesses the degree to which major global brands are unifying and centralizing customer data, undertaking effective marketing analytics, embracing advanced segmentation strategies, and empowering the frontline to act on customer intelligence and behavioral knowledge.

The study addresses a wide array of concerns and other key questions facing senior-level marketing executives: Why are data-rich companies struggling to retain customers? Are organizations effectively “operationalizing” their customer information to further the value of their customer relationships? Do companies have a solid foundation of knowledge when it comes to their customers’ demographics, behavioral, psychographic and transactional information? Furthermore, do firms have the right tools, the right intelligence and the right focus to maximize customer ROI?

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