We think that, thanks to all this big data we have at our fingertips, we can perfectly connect the dots between behavior and action.

We forget that a single data point about a transaction or a social profile doesn t tell the full story about a customer.

That is why, when push comes to shove, we can t forget that there are real, individual human beings behind this vast amount of data.

Now here is the catch: Based on Gartner research, only one percent — yes, only one percent — of companies that regularly tap into stores of social and legacy customer data actually use it to its full potential.

We have to understand our customers in more dimensions.

Because when we equip our marketing and customer service teams with useful, tangible insights, they can be more effective and efficient at building long-term relationships with customers.

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