by Angela Guess
Arvind Rongala writes in Customer Think, “For business enterprises to take advantage of the increasingly mobile and digitally perceptive customer base that anticipates personalized and dynamic customer experience, digital innovation is extremely necessary. One of the obvious requirements of business enterprises to support all the processes is ensuring that a good customer data management exists. Marketers can be highly benefited by having accurate customer data. But if the enterprise does not possess the requisite resources to deal with such high amounts of data, it can prove very tough for the enterprise to acquire, assemble and analyze the data.”
Rongala goes on, “Business enterprises need to have the ability to process large volumes of customer data so that critical information is made available to the decision makers as and when they need it. Enterprises continually face the challenge of collecting, managing and value creation from the data. In addition to this, the increasing number of devices and platforms and the continually decreasing cost of storage have compounded the challenge of the management and removal of old data. The sheer amount of structured and unstructured data that is being collected along with multiple data collection channels has transformed customer data management into an important, yet elusive goal.”
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