Only 38% of the 425 customer data executives “strongly agreed” when asked if they knew where all of their company’s customer data is stored. The survey of director-level or higher executives responsible for customer data management decisions was conducted by Forrester for Deloitte to evaluate how companies are managing their customer experience data. It found inadequate data management was a central theme, with just 5.6% of survey respondents scoring a “4” or higher on a 1 to 5 scale measuring data management maturity.
Privacy is top of mind for customers, but companies struggle to manage consent.
