TECH SUPPLIER Dec 2019 - Market Perspective - Doc # US45691819

It's a Question of Trust: What's Your Data Promoter Score?

By: Gerry MurrayResearch Director, Marketing and Sales Technology

Abstract

This IDC Market Perspective introduces the idea of a Data Promoter Score to help vendors begin to measure how their data collection and processing practices affect customer experience and expose opportunities to differentiate their customer relationships on the basis of data practices.

"Data is becoming as essential to the customer relationship as product quality, pricing, and other conventional measures of brand equity," said Gerry Murray, research director, Marketing and Sales Technology at IDC. "The idea of a Data Promoter Score is to give vendors a measurement tool so that they can start to ask sensitive but critically important questions of their customers and use those insights to better align their data collection and processing practices with customer value and values. Like every other aspect of brand equity, data presents many opportunities for negative and positive customer experiences, which can be used to gain competitive advantage."


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