Customer Data

Analysis with 509 Danish SMEs shows that 44% of the companies actively use customer data, and that these have a 48% better net result per employees than companies that do not actively use customer data. The analysis thus shows a huge potential for 56% of the companies in using customer data.

The best companies have control over their customer data

The best companies in the Customer Data Assessment are referred to as “the Movers”, which also are the ones that deliver the clearly best financial numbers. There is a 48% difference in the net result per employees between the low scoring companies and “The Movers” and a clear gain in working actively with customer data.

You can use the Customer Data Assessment to:

Creating measures before the work begins leads to qualified inputs and fact-based data on the organisation that strengthens strategy workshops, strategy development, planning, etc.
Improve follow-up on the plans and activities set in motion to realise the customer data strategy. Measuring is not the same as controlling but should rather be done to energise and inspire

What does the company gain by using this assessment?

Measuring the organisation’s customer data maturity ensures a stronger starting point for creating the customer data strategy and subsequently executing plans and activities. You will as a minimum get.

Your Baseline for measuring and tracking progress/setbacks over time, a stronger framework for realizing continuous improvement
A motivator to make decisions about which gaps and open potentials to focus on and to prioritize
An eye opener and a reality check on ”where are we today” vs” where should we be”

“The results of the analysis clearly prove that companies can use customer data for growth – and that not all companies take advantage of these opportunities. Companies can create growth and earnings based on customer data that they already have”
Professor Thomas Ritter, Copenhagen Business School (CBS)