Copyright © 2010 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Customer Analytics Survey
May 2011
Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Accenture Analytics
Summary of key findings
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• Accenture’s Customer Analytics Survey of 800 directors and senior managers at blue chip
organizations in Brazil, China, Germany, Italy, Japan, Spain, United Kingdom & Ireland and the
US and Canada showed that more than half (55 percent) of respondents felt their methods for
segmenting customers and providing relevant experiences are either “ideal” or “very good
However, more than half of the organizations surveyed do not take advantage of analytics to help
them target, service or interact with customers. Most organizations accept they could benefit from an
improved use of customer analytics
•When making decisions about what customers want, many organizations are just as likely to rely on
personal experience as analysis of data and facts
•Even amongst organizations actively using analytics in marketing, sales and service, most are not
applying it broadly across the full spectrum of marketing and customer activities such as pricing,
product/service delivery, and product development
•Less analytically mature firms are much more likely to perceive their data sources as accurate and
reliable than organizations with more developed analytic capabilities
• Corporate culture also poses challenges. While almost 70 percent of respondents said their senior
management was totally or highly committed to analytics and fact based decision making, corporate
culture still presents a major barrier
Extent to which organizations are taking advantage of analytics to target, service or interact with customers
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0
10
20
30
40
50
60
Using analytics for none of the 6
Using for any 1 Using for any 2 Using for any 3 Using for any 4 Using for any 5 Using far all 6
1
33
36
17
10
3
0
%ages
The 6 areas or functions are Sales, Marketing, Customer service, Product/service
pricing, Product/service delivery and New product/service development
70% us analytics for just 2 of the
functions or fewer.
Areas in which organizations would benefit, and by how much, from a greater or more sophisticated use of analytics
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0 10 20 30 40 50 60 70 80
Sales
Marketing
Customer service
Product/service pricing
Product/service delivery
New product/service development
Competitive position
Market profile/company image
27
23
32
12
14
17
16
18
55
57
57
44
43
45
45
50
Would benefit at all (1+2) % Would benefit greatly (1) %
Most organizations accept they
could benefit from an improved
use of customer analytics
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0 10 20 30 40 50 60 70 80 90 100
Sales
Marketing
Customer Service
Product/service pricing
Product/service delivery
New product/service development
61
35
56
86
77
59
%ages not using analytics in each area
Extent to which even analytically minded organizations are missing
opportunities. Proportions of major users of customer analytics not using for……………..
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0
10
20
30
40
50
60
70
Total Most analytically mature Least analytically mature
32 32 33
%ages saying to a great extent
Extent to which customer and prospect data and analytics provides
Sales and Marketing functions with an important asset from which
new ideas and opportunities are regularly generated
7
0 5 10 15 20 25 30 35 40
Customer activity by channel
Marketing campaign performance/ROI
Customer service performance
Determining reasons for losing customers
Individual customer revenue
Sales team management
Speed of customer return
Speed/level of customer activity
32
25
29
28
21
27
23
26
%ages saying very beneficial
Extent to which analytics has been beneficial in understanding….. Proportions saying very beneficial
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0 5 10 15 20 25 30 35 40
Simple data and facts
More complex data analysis
Intuition
Personal experience
Consultation with colleagues
22
17
12
23
15
Very important %
When making decisions about what
customers want , many organizations
are just as likely to rely on personal
experience as on analysis of simple data
and facts
Resources used by senior managers when making decisions about
what their customers want
Frequency of use of customer analytics in each area
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0
5
10
15
20
25
30
35
40
Sales Marketing Customer service
23 23
21
%age saying very frequently
Perceived quality of customer and prospect data taken as a whole Proportion describing data as “extremely clean” in each aspect
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0 10 20 30 40 50 60
Accuracy
Format
Completeness
Consistency
Level of integration
Ease of use/understanding
Accessibility
45
26
30
22
9
24
16
19
9
16
27
13
11
15
Most analytically mature companies %
Least analytically mature companies %
In many areas poor analytical users
say their data is cleaner. This
probably reflects a lack of awareness
of its poor quality caused by limited
use - “blissful ignorance”
How well organizations claim to segment and manage different types of customers and prospects
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0
10
20
30
40
50
60
70
80
Total
10
45
40
5
1
Ideal or close to it % Very good % Quite good % Pretty poor % Not very well at all %
More than half (55 %) of respondents felt their methods for segmenting customers and providing
relevant experiences are either “ideal” or “very good.
What is holding organizations back? Perceived barriers to improving customer management activities and driving better decision making
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0 10 20 30 40 50 60 70
Corporate culture
Culture within sales, marketing and customer service
Lack of senior managment support
Budget limitations
Technology limitations
Data quality limitations
Staff skills limitations
42
29
31
29
36
25
22
33
40
45
47
35
25
33
Most analytically mature companies %
Least analytically mature companies %
Corporate culture at the
organization, departmental and
senior management level,
poses a real challenge
Commitment of the senior Sales and Marketing management teams to analytics and fact-based decision making
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0
10
20
30
40
50
60
70
Total
18
50
26
6
0
Totally committed % Highly committed % Somewhat committed % Not very committed % Not at all committed %
68 per cent of senior S+M teams are at least highly
committed so this is not a major barrier to improved
use of analytics in most companies
Extent to which organizations use customer data as a predictive tool for…………
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0
10
20
30
40
50
60
70
Sales growthCompetitor performance/activityMarket trends Price movement Product life cycleNew product/service opportunity
39
32
26
31
26
36
%ages saying to a great extent
Again only between approximately one quarter and one third of
companies use analytics as a predictive tool in any of these areas
How beneficial the use of analytics has been for understanding (By customer type)
Marketing campaign performance/ROI
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25
43
68
25
45
71
39
34
73
0
10
20
30
40
50
60
70
80
90
100
Total Primarily B2B Primarily B2C
Very benefical % (1) Quite benefical % (2) At least quite % (1+2)
Which of the following are barriers to improving your customer management activities and driving better decision making?
B2B
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34
41
26
34
32
32
25
0 5 10 15 20 25 30 35 40 45 50
Corporate culture
Culture within the sales team,
marketing and customer service
function
Lack of senior management support
Budget limitations
Technology limitations
Data quality limitations
Staff skills limitations
Yes %
17Copyright © 2011 Accenture All Rights Reserved.
Which of the following are barriers to improving your customer management
activities and driving better decision making?
B2C
40
39
36
38
44
26
36
0 5 10 15 20 25 30 35 40 45 50
Corporate culture
Culture within the sales team,
marketing and customer service
function
Lack of senior management support
Budget limitations
Technology limitations
Data quality limitations
Staff skills limitations
Yes %