What Salesforce, Google and Microsoft’s acquisitions tell us about CRM – and why data is the new capital

This week’s acquisitions by Salesforce (Tableau), Google (Looker) and Microsoft (PowerAI) all point to one critical change in the business environment – that data is the new capital. We have financial capital and human capital - now we have data capital.

Using data properly allows large enterprises to better predict what their customers need. In the good old days, circa five years ago, you only used addresses to mail invoices. Sometimes it was used in demographic...

13 June 2019 | CRM

Could machine learning provide the key to measuring a customer journey?

Customer journeys help to increase positive results in all customer related KPIs, but in large enterprises and public organisations, the rule is if you cannot measure it, you cannot improve it.  How do we measure commitment to a brand and products – and how do we score KPIs that need to be improved upon?

A recent report by McKinsey indicates that customer journeys are 30% more predictive of customer satisfaction than measuring individual interactions, and that using...

8 November 2018 | Commerce