Business Intelligence (BI)
Business Intelligence Research and Coverage
Taking BI to the Front-Line: Customer Facing Business Intelligence
Brought to you by DSD Business Systems and the Aberdeen Group
The internet has empowered existing customers and prospects alike. Potential buyers can be highly educated about potential suppliers and their products and services long before the supplier even knows that the prospect exists! It is vital then that customer-facing employees have access to rich, comprehensive data so that they can engage productively with customers and prospects in the right way at the right time.
Prior research by the Aberdeen Group (Operational Business Intelligence: What You Need to Know About Improving Your Customer-Facing Performance) identified the top performing 20% of organizations (called the Best-in-Class) based on their superior performance in customer service, sales operations, and service operations. This research found that the Best-in-Class organizations were 79% more likely than other organizations to provide access to and analysis of operational data within one hour of the relevant business activity taking place. In addition, Aberdeen's research study (Data Driven Marketing) found that 53% of Best-in-Class organizations relied heavily on customer data for marketing, compared to just 19% of all other organizations. Best-in-Class organizations collect data on their customers, their interactions with their customers, and their customer's behavior and use it to drive sales and marketing performance.
In this study, Aberdeen will show how providing customer-facing workers with timely, accurate information - on customers, products, and inventory, for example - can grow sales and increase customer retention.
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