New Calabrio Study Reveals C-Level Executives Rely on Limited Data to Drive Business Change 

Mar 27, 2018


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Companies know they must adapt to change to compete, but often don’t rely on a wide enough lens into data to drive change. A new study, “Business Transformation and Analytics: Driving Change in a Customer-Centric World,” reveals 85% of executives know that data and analytics are critical to informing sales and marketing changes within the business, yet 39% admit to relying too heavily on one data point. What’s more troubling, 68% of executives admit to avoiding a major change initiative unless there is a problem.

Commissioned by Calabrio, a provider of customer engagement and analytics software, the study surveyed more than 1,000 C-level business executives in the U.S. and U.K. to explore the factors that compel change and identify the data sources they use to inform decisions.

Business leaders know transformation is certain as 60% of respondents have made a significant sales or marketing change in the past 12 – 18 months, citing fluctuations in revenue (49%) and direct feedback from customers (39%) as the top initiators of those changes.

However, executives are informing decisions based on a limited set of data points that are often the easiest to derive. While revenue figures (36%) and social media (20%) are the most influential sources, companies lack the full insight to confidently and effectively drive change.

Despite the heightened focus on customer experience, businesses still ignore sources that deliver the voice of the customer. Instead, executives draw opinions from biased sources such as ratings and reviews (49%) and social media (40%), while democratized sources such as the contact center remain relatively untapped (12%).