Executive Summary
Harness the Power of Every Organization’s Most Strategic Asset
Organizations seeking to grow and differentiate their businesses can no longer afford to mistreat their customer data. In fact, as customers have evolved and in many cases moved on, new strategies require customer data as the foundation for engaging and influencing customers. Information governance and master data management emerge as key competencies in an organization’s successful customer-facing strategies. Organizations must master 10 critical steps across the information supply chain: classify, transform, augment, master, secure, deliver, refresh, relate, archive, and retire.
Those leaders who fail to act on a customer data strategy face lost revenue, decreased customer satisfaction, lower levels of retention, and increased costs in customer acquisition. To achieve business value, organizations can take immediate action by applying Constellation’s seven-step framework for customer data strategy. With these power tools in one’s hands, customer data emerges as the missing link to strategic success.