A new study has revealed that UK companies are collecting less than a third of relevant personal information on their customers, while only a quarter of UK businesses make use of personal data collected during real-time engagement.
Analytics company SAS claims there is also a “stark difference” between understanding customer identity and the ability to be able to use information to initiate customer intimacy in real time.
350 businesses were polled for the study, with more than half admitting that budget restraints were a key obstacle in real-time customer engagement initiatives. Other obstacles included regulation, out of date IT systems and data security.
Speaking about the study, Tiffany Carpenter, head of intelligence at SAS UK and Ireland, said: “There is a small segment of organisations leading the charge to capture the imagination and needs of consumers, but most are struggling to embrace real time.
“As consumers become ever more demanding of personalised experiences, organisations must bridge the gap by truly harnessing real-time customer engagement strategies.
“The strive for real-time communication is really focused on delivering at the right time.”
One in six companies polled said they could adjust customer communications in real time, and one in four companies admitted they could retract communications in the event of an unexpected social or political occurrence.