Published November 2011
Ventana Research has completed research to benchmark organizations' use of customer analytics. The research assessed organizational maturity by examining the adequacy of people, process, information and technology competencies required to make the most effective and efficient use of analytics. The findings offer significant new insights into how analytics and the measures and metrics they provide are used to understand customers and shape strategies to keep them satisfied and loyal.
The research found organizations using a variety of customer analytics, but most of those in use focus on cost-related operational issues rather than bottom-line business issues. This emphasis on internal efficiency rather than business effectiveness was a main reason our Maturity Index analysis found only 18 percent of organizations able to reach the highest Innovative level of maturity. Another key factor was the ineffectiveness of the analytics process in many organizations: Almost three-quarters of them spend most of their time in the analytics process in unproductive activities such as waiting for data, reviewing it for quality and consistency, and preparing it for analysis. And it takes 70 percent of organizations one to two weeks to provide updated metrics and KPIs to people.