Many organisations continue to struggle to attract customers and then to build strong, lasting, profitable and highly valuable relationships with them.

Research in the last two years by Ernst & Young, McKinsey and SAS indicates that the root of the problem lies in the fact that many organisations fail to fully understand the behaviours and drivers of their customers and prospective customers. This failure prevents organisations from taking maximum advantage of opportunities to engage with targeted communications campaigns, and offer products and services that meet their customers’ needs.

The lack of a coherent, consistent view of all the interactions each and every customer has with all the different parts of an organisation is arguably the biggest inhibitor of business performance today.

A buoyant economic climate and rampant consumer spending over the last decade has allowed many organisations to get by without necessarily addressing this fundamental flaw in their customer engagement and management models. As the good times subside these organisations could well find their markets and customers far less forgiving if they fail to address them soon.

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