Turning Customer Data Into Action

By Mark Johnson, President, CEO, Loyalty 360
Erin Raese, COO, Loyalty 360

Executive Summary

Customer data is one of a company's greatest, yet often underutilized assets. Learning about your customers and using that behavioral and transactional data to inform more relevant and meaningful customer interactions is the key to creating, building and maintaining strong customer relationships – and gaining a distinct competitive advantage.

New findings from Turning Customer Data Into Action – a survey sponsored by TSYS^® and conducted by Loyalty 360 – The Loyalty Marketer's Association – found while the vast majority of brands collect customer data, they face a myriad of obstacles in using the data to drive strategic change. Marketers that are able to overcome these challenges, however, report that making the data actionable delivers bottom-line results.