Customer centricity is perhaps the most THE DECISION INTELLIGENCE | important competitive advantage our CUSTOMER EXPERIENCE (DICE) organizations can build. ASSESSMENT Another aspect of Insights’ maturity is an organization’s embrace of customer centricity. Our 2019 research shows most companies have some form of customer-centric focus. The DICE research further explored the gap between aspiration and activation, pinpointing the organizational barriers to operationalizing customer centricity. 81% These barriers, for Insights functions, are largely tied to strategy. Have customer-centricity More specifically, 2019 research showed that an Insights-only audience presence (net) consistently ranked its organizational strategy lower than average: 59% • Less satisfaction with ROI on consumer information • Greater challenges in breaking down internal silos A clearly defined strategic priority • Long-term vision has less of a role in guiding near-term priorities related to customer centricity 48% KPIs related to customer centricity CROSS FUNCTIONAL INSIGHTS 43% ONLY A clearly identifiable culture of customer centricity But when it comes to following through – strategic priorities, KPIs, and culture – that customer-centric focus starts to crumble. Take the DICE Assessment here. How do we bridge that gap? GRBN Insights Leaders Survey, 2019. 6 Base: Client-side Insights Leaders (n=134)