Gartner Research

Use Customer Data Management Technologies to Deliver Better Customer Experiences

Published: 27 September 2019

ID: G00385146

Analyst(s): Kyle Davis, Olive Huang, Lizzy Foo Kune , Benjamin Bloom , Penny Gillespie , Bill Delrieu, Nick Heudecker , Melissa Davis


Customer experience stakeholders know customer data is vital to improve customer experiences, but are unsure which customer data management technologies to use. Data and analytics leaders must help stakeholders clarify desired business outcomes, optimal use cases and relevant technology investments.

Table Of Contents


Research Highlights

  • What Is a 360-Degree View and How Can It Be Used to Improve CX?
  • Prioritize Use Cases to Link Customer Data and Analytics With Business Outcomes
  • What Are the Data Management Technologies for Customer Data?
    • Enterprise Capabilities That Are Vital to Customer Data
    • Take Advantage of Customer-Specific Data Management Processes
    • Don’t Confuse Customer Frameworks With Data Management Technologies

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