INFORMATION MASTERS - SECRETS OF THE CUSTOMER RACE
"INFORMATION MASTERS - SECRETS OF THE CUSTOMER RACE"
the culmination of a global research study of some of the largest
customer-intensive firms in the world who are attempting to
implement a customer focused business model supported
by a sophisticated customer information capability.
McKean found that only 5% of these firms achieved the full potential of their customer relationship initiatives. The rest
were caught in a curious
paradox of forgotten customer
fundamentals and fatal assumptions made in creating the supporting
customer information competency. The forgotten customer
fundamentals center around the lack of a detailed understanding of
how each firm created value for each customer at each point of
The fatal assumptions made about
creating the supporting customer information competency centered
around the central study finding that 90% of customer value
creation is dependent on a firmís ability to
apply its customer information. Mr. McKean found that most
firms attempted to implement sophisticated customer
approaches only to find that these advanced approaches require an
customer information sophistication beyond what they currently
In response, they invested in powerful technologies
without balancing these technology investments with the
non-technological determinants of a firm's customer information competency
- people, process, organization, culture, leadership, and
information itself. As a result, most firms were achieving minimal
value from their technology investments and margin results from
their customer initiatives. Mr. McKean found that the
"5%" of the firms who had broken though this paradox were
acquiring and retaining the best customers and repelling the worst.
They were shrouded by their competitorsí
They are quick and iterative.
They are obsessed with customers.
They are obsessed with information.
They were the Customer Masters.
They were the Information Masters