Organisations in APAC have had to grapple with the data collection crunch and the complexity arising from information residing in different parts of the enterprise. With actionable insights gained from integrating and analysing data across all customer touchpoints on a single platform, organisations can become more relevant and responsive to their customers, leading to improved customer retention, sales conversion, and brand equity. APAC organisations that have implemented data integration platforms to help them respond to customer needs in real time highlight six critical success factors: a clear vision and well-defined strategy, data quality, agility, change
management, having the right skills, and collaboration.
“To become a strategic partner to our customers, it is important to collect and update data in real time across the company to gain in-depth understanding of customers, and to steadily implement action plans to maintain and expand relationships with them,” says Makoto Enomoto, senior vice president and chief marketing officer at NEC Corporation.