Now we’ll turn our attention to the other side of the register and focus on companies—their challenges, hopes, priorities, resources, and constraints. Most of them are aware of the listed consumer forces and are trying to adapt, but they face significant internal and external strictures on their Customer 360.
The most common Customer 360–limiting factors cited by companies include the following:
Suboptimal technology and tools
Technical debt and prior decisions
Complex data types and sources
Teams that are underprepared or under-resourced
Corporate structures that are not aligned
Lack of training and knowledge
Meanwhile, the so-called Vs of big data continue apace, as the Volume, Velocity, Variety of data continue to ramp. One alarming study estimated that the number of data interactions per connected person per day is growing even faster than we think. (See Figure 6.1.)
Internally, data sources expanded to store and process all this information. According to research from Salesforce, the average number of significant sources of customer data used by the typical enterprise doubled from under 10 in 2021 to more than 20 in 2024, with no end in sight.
FIGURE 6.1 Data Interactions per Person per Day (#)
Most companies’ ultimate goal is to provide a customer experience that is better than competitors and not only meets but delights ...
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