The Virtusa research center surveyed over 300 U.S. companies in five industries – banking, healthcare, life sciences, telecom, and insurance – to gain insight into their data foundations; the digital information companies collect on customers, and how they use generative AI to extract insights on customer behavior. Our research shows that it pays to be highly customer-centric. Industry-leading companies collect vast amounts of customer data, use it differently, and manage it extraordinarily better than the rest. To become more customer-centric, other companies need to improve their data foundation to gain actionable, customer experience-defining insights.
Enterprises need a solid data foundation to engineer beyond customer obsession
18%
revenue growth experienced by companies deemed customer-clairvoyant from 2020-2024
79%
of companies said they were effective or highly effective at gathering sales data
13%
are not effectively using their data on customers in marketing, sales, and service