Big data isn’t what it used to be. Not because firms are disillusioned with the technology, but rather because the term is no longer helpful. With nearly two-thirds of firms having implemented or planning to implement some big data capability by the end of 2015, the wave has definitely hit. People have bought in. But that doesn’t mean we find many firms extolling the benefits they should be seeing by now; even early adopters still have problems across the customer lifecycle. Can your firm understand customers as individuals, not segments? Are analytics driving consistent, insightful experiences across channels? Does all that customer insight developed by marketing make a bit of difference to your contact center agents? If you are like most firms the answer is, “Not yet but we are working on it.”

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