2/26/2013

Companies are more sophisticated than ever when it comes to crunching data on what their customers do, but managing the mound of information in a meaningful way remains challenging, writes Patrick Gibbons, a principal at Walker, a customer intelligence consulting firm. "Many will put more effort into gathering lots of data," Gibbons writes. "Don't fall into that trap. Focus on using intelligence to drive action, change, and results for your organization."

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