Research: Unlocking Knowledge for Better Customer Engagement

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Employees and systems engaging with customers don’t know enough about their preferences and needs, what they’ve said across channels, if they are happy, or unhappy, and why.

All departments are struggling to understand and respond quickly and accurately to customer needs, particularly customer service, sales, marketing and engineering—those which are most concerned with customer interaction.

The solution: Use integrated knowledge sources to create rich tools and processes that enable greater customer centricity.

This research brief covers:

• The value of customer centricity and the barriers to becoming a more customer centric organization
• Results of a recent research survey of 230 senior executives on customer centricity
• A new approach to customer information integration