Too often, as a business, we treat customer data as an isolated element, one that can present difficulties, both operational and analytical, and evoking a goal to ‘fix the data’.

The customer data transformation project can fail for a variety of reasons, not least because, as a project team, we may not focus on business deliverables as we should, but merely data structure and content.

In this document, we summarize the key elements of a successful customer data strategy and how we can navigate a customer data strategy designed and implemented to meet business goals.