Analyst Report

Aberdeen: Unified Customer Data

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Aberdeen surveyed 405 businesses regarding their CX programs. This knowledge brief reveals the tangible impact of using unified customer data to boost CX results, reduce costs, and grow revenue while maximizing employee engagement. The survey shows that “firms with unified customer views enjoy 5.7x greater YoY increase in annual company revenue”, among other listed benefits. It also highlights how firms use customer identity – available through unified customer data – to succeed in hyper-personalization activities.

Investing in the tools and technology that maximizes an organization’s view into customer data helps companies maximize their performance in areas such as employee engagement, cost savings, and company revenue. The findings revealed throughout this brief validate that these are all areas where firms using customer data unification capabilities excel.