How easy is it to access the customer data in your organisation? Can you use it? (Without pouring a huge amount of effort into it!)
I often challenge the TOP Management of businesses I deal with, to produce their customer data (in any form!) and have, without fail witnessed the confusion and panic such a request normally creates. Not that they think they don’t have it, but the first hurdle is usually to find the person responsible for it, amongst the TOP Management . . .
As a general rule businesses are well aware that they need to collect customer data but the results are almost always disappointing. Simply because they all seem to fall into the same traps. Amongst others these are invariably: