UK organisations are failing to utilise customer data properly, making investments in customer relationship management (CRM) products redundant. UK-based CRM consultancy Detica identified only 13% of those questioned as 'leaders' in CRM – that is to say, organisations capable of collating customer data and subsequently using it to improve customer relationships.

Although few industry sectors did well when asked if the organisation had a 'good single view of the customer', there were marked differences in advancement between different sectors. Just 17% of travel, transport and leisure companies make this claim, compared to 55% of telecommunications and 60% of retail banking companies.