International Best-seller "INFORMATION MASTERS - SECRETS OF THE CUSTOMER RACE"  is 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.

Mr. 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 customer interaction.

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 firm’s 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 possess.

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 competitors’ blindness.
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

"INFORMATION MASTERS - SECRETS OF THE CUSTOMER RACE"