Making use of customer data is the key to un-locking the benefits of Customer Management, and to gaining Return on Investment for spend in this area. But using data in a consistent, replicable and business requirements driven way is not easy; usage within functional silo is often adequate - but working across silo's much less so.

We seeks to re-dress this weakness by clearly describing the data uses that underpin Customer Management. We review 90 detailed practices that we would would expect to see in place within leading organisations to check if/ how well they are deployed at present - making appropriate recommendations where opportunities for improvement are found.