News

Report: Brands not doing well at understanding the customer

September 29, 2016

Despite big gains in technology across IT, marketing and customer relationship teams, some of the biggest brands are not doing a good job of understanding the customer.

A new Amido report identifies six verticals struggling to build customer identity profiles, while it reveals that top leaders in tech and marketing are not using customer identity to its fullest potential. The report also said that omnichannel strategies have left many brands with silos within the organization, making data integration difficult.

The bottom line is that while retail and other industries are collecting customer data and striving to build custom and personal services, a good number don’t have the right tools to share and translate the data, according to Amido CEO Alan Walsh.

"Our report clearly reveals that all organizations see customer identity and creating a single customer view as a rich resource, but seem unsure about how to achieve this — even though they know that the lines between marketing and IT have blurred. Both the CIOs and CMOs need to realize that the solution is rarely a single product to answer to a complex enterprise-wide problem, meaning integration of technologies is inevitable," he said in an announcement.

"In most cases, the answer is a hybrid-IT approach to multiple products and some custom build. By using cloud-based solutions, verticals are able to affordably collaborate their software to 'talk to' each other, which will enable data-pooling across disparate parts of the organization – once you do this, you’re on your way to creating that single customer view."