22% of Businesses Plan a Single Customer View Project: Experian Survey

Experian isn’t from Canada but their global survey of 1,400 data management professionals presumably included some Canadians. Just 22% (of everyone, not just the Canadians) planned a single customer view project in the next twelve months, well behind more generic goals such as data cleansing (33%) and integration (31%). The group did have a refreshingly customer-centric view of the purpose of single customer view: 49% said it was to increase retention and loyalty and 43% said it was to increase sales and revenue, while just 36% said the goal was better strategic decision making and 33% said it was to reduce costs. The report has other information that doesn’t relate to customer data but I ignored it.