Business Intelligence Not Able To Deliver Competitive Advantage And Customer Experience Differentiation
STERLING, Va., June 29, 2012 /PRNewswire/ – Today Customer Relationship Metrics, L.C. announced the findings from a review of 7 businesses that failed the customer insights to action test.
The companies stealing market share are (slightly) better at converting business intelligence information into tangible results. Companies are learning there is an orchestration of data science, business acumen, story-telling, and art required to unlock business intelligence potential. In our experience-based economy, business intelligence is poised to assist with delivering a unique customer experience.
After obtaining information on 7 different contact center operations, Customer Relations Metrics concluded that none of the organizations would be able to receive beyond the basic benefit from their business intelligence solutions.
“This does not bode well for software vendors. These organizations just do not know the possibilities and potential available to them; it’s an innocent tragedy. They are getting pressured for these insights but are unable to know how to deliver them,” said Jim Rembach, chief spokesman of Customer Relationship Metrics.
One exception to this finding may have revealed itself this week in a story covered by multiple media outlets.
CEO Barney Harford told CNN that Orbitz recommendation results are part of an attempt to pair customers with the hotel they’d probably pick. He stated, “What we have found is … that Mac users are 40% more likely to book four- or five-star hotels than PC users…”
“This is an example of using BI to make for a better customer experience and provides Orbitz with a differentiated customer experience. It’s brilliant to anticipate what your customers want – and to give it to them,” says Dr. Jodie Monger, President of Customer Relationship Metrics.
Dr. Monger added, “If Orbitz generates more revenue because it leveraged this insight for a better customer experience – that is what they are supposed to do!”
ABOUT CUSTOMER RELATIONSHIP METRICS, L.C.
Founded in 1993, Customer Relationship Metrics, L.C., headquartered in Sterling, Virginia, is a provider of contact center analytics and advisory services. Customer Relationship Metrics fixes customer relationship data problems with their deep domain expertise in customer behavior and performance analytics.
SOURCE Customer Relationship Metrics, L.C.