The proliferation of new customer communication channels, including social networks, microblogs and wikis, has led to a deluge of information. The EIU finds that this new wealth of information is forcing a majority of companies to reconsider how they determine the value of their customers.
- Today’s communication tools are creating a new transparency between companies and their customers.
- Extracting a competitive edge from these new channels will require careful analysis of customer behaviour.
- Organisations need to broaden their approach to market information.