SAN JOSE, Calif.
Jan. 15, 2013
(NYSE: FICO), the leading provider of
and decision management technology, today announced the
results of a survey
it commissioned from Forrester Consulting to better understand how companies are investing in improved customer interactions. The survey found that a major shift is underway in how enterprises interact with their customers, yet the respondents see gaps in their ability to understand customer behavior and put these insights to work.
For the study, "The Era of Intimate Customer Decisioning is at Hand," Forrester surveyed 266 decision-makers from enterprises with
or more in annual revenue. According to respondents, the biggest challenge of the next two years will involve advancing from decisions based on big customer segments to decisions targeted to microsegments and ultimately to segments of one. Meeting this challenge will require new customer analysis techniques and automated decision-making.
"Customer experience matters — it is how enterprises will differentiate themselves and compete in the 'instant economy,' " said
, chief technology officer at FICO. "It is no longer adequate to blindly blast marketing messages to millions of consumers, or to take months to incorporate insights. Customers expect instant, relevant interactions from the companies they do business with, or else they will take their business elsewhere. This is driving a wave of investment in not only analytics but the decision management platforms needed to foster an intimate customer relationship."
Strikingly, more than half of enterprises surveyed take at least three months to change their operational procedures and systems to incorporate new insights about customers gained from analysis. At the same time, only 20 percent are able to target a message to an individual consumer today. As a result, enterprises are prioritizing decision automation technology to enable them to react faster to customer life-changes (such as a marriage, a new job, or the birth of a child), increase profitability, make better decisions, and increase customer relevance in 2013.