In addition, the amount of customer data that companies collect today reflects the tactical nature of CRM projects. Most of the data collected is traditional account and sales information. It appears that most of the growth will come from new data types, such as demographic data, customer profile scores, customer service records, campaign responses, multimedia data, and Web registration and sales data. The table ranks customer data types that companies most commonly collect today. Based on 1,311 responses.
Companies also plan to optimize customer interactions across multiple channels.
Interestingly, the Web is the most important channel for CRM according to respondents, even though it is also one of the newest. Companies recognize the power of the Web to personalize customer interactions. Based on 1,516 responses.