Companies that are building databases to focus on customers' transactions are missing what important information?

Question

Quizplus · Accepted Answer

While focusing on customer transactions is important, it only shows a part of the customer's relationship with the industry. Interactions with the industry outside of transactions (such as customer service inquiries, social media engagement, etc.) can provide valuable insights into customer behavior and preferences. Many companies have been investing in customer transaction tracking systems which have built very large data bases, but with few helpful insights into who their customers really are (Davenport, Harris, and Kohli, 2001).

Companies That Are Building Databases to Focus on Customers' Transactions