{"id":54282,"date":"2020-11-09T15:30:49","date_gmt":"2020-11-09T14:30:49","guid":{"rendered":"http:\/\/www.veeva.com\/eu\/?post_type=resources&p=54282"},"modified":"2026-01-08T17:42:07","modified_gmt":"2026-01-08T16:42:07","slug":"european-survey-shows-quality-customer-reference-data-critical-to-digital-engagement","status":"publish","type":"resources","link":"https:\/\/www.veeva.com\/eu\/resources\/european-survey-shows-quality-customer-reference-data-critical-to-digital-engagement\/","title":{"rendered":"European Survey Shows Quality Customer Reference Data Critical to Digital Engagement"},"content":{"rendered":"

77% have data initiatives underway to gain a complete view of customers
\nand support digital transformation efforts<\/em><\/p>\n

BARCELONA, Spain \u2014 9 Nov., 2020 \u2014<\/strong> According to new research from ³Ô¹Ï±¬ÁÏ Systems<\/a> (NYSE: VEEV), customer data is critical to digital transformation initiatives for European life sciences companies. Findings from the ³Ô¹Ï±¬ÁÏ 2020 European Customer Data Survey<\/a> reveal that commercial data leaders recognize the value in harmonizing data for a 360-degree view of customers, with 77% citing it as the main driver for better customer data. This is especially critical as more companies transition to digital engagement as a primary way to connect with healthcare professionals (HCPs).<\/p>\n

Nearly all (91%) respondents say customer reference data is a global strategic asset. Given the importance of customer data, more than three-quarters have a data quality initiative underway or planned, signaling an industrywide move to improve their data.<\/p>\n

\u201cThere is increasing urgency throughout the industry to improve the accuracy of customer reference data to better support digital transformation efforts,\u201d said Rebecca Silver, general manager, ³Ô¹Ï±¬ÁÏ OpenData. \u201cHaving a complete, full picture of the customer is key to getting the right insights and accelerating digital engagement.\u201d<\/p>\n

Barriers to Data Quality and Integration<\/strong>
\nThe majority of respondents (90%) say that field teams are challenged with aging and incomplete data. In fact, most (89%) say that customer data quality is a significant challenge. Issues with poor data quality are likely driving data enhancement programs, with most respondents (88%) citing data improvement as a top priority for their organization.<\/p>\n

Over two-thirds have data that exists in multiple, unintegrated systems. This lack of integration makes it harder to access customer data. More than three-quarters cite difficulty matching all channels of data to get a single view of their customer interactions. Majorities (55%) report dissatisfaction enabling reps to engage new HCPs with real-time access to customer data.<\/p>\n

The Need for Better Governance<\/strong>
\nRespondents show a lack of confidence in their organizations\u2019 ability to manage customer reference data and implement successful data management strategies. More than half (57%) say their organizations lack an efficient data governance model and only 10% of companies surveyed strongly agree they are satisfied with their data governance.<\/p>\n

Quality data is key to field performance, which explains why the majority of respondents (77%) are focused on better data access to improve sales force effectiveness. Organizations with strong data governance and initiatives to improve data management are more likely to give their reps easy access to customer profiles and fast data change requests (71% vs. 53%).<\/p>\n

In other news today, ³Ô¹Ï±¬ÁÏ also announced the findings of the ³Ô¹Ï±¬ÁÏ 2020 North America Customer Reference Data Survey Report revealing that accurate customer data is essential to digital transformation efforts. Read today\u2019s press release<\/a> to learn more.<\/p>\n

The ³Ô¹Ï±¬ÁÏ 2020 European Customer Data Survey examines the current state of data quality within life sciences companies across Europe. The findings represent the experiences and opinions of more than 90 commercial data owners and represent all of the major European markets, with the majority of respondents from France, Italy, the UK, and Spain. Download the full results at veeva.com\/EUDataSurvey<\/a>.<\/p>\n

Additional Information<\/strong>
\nConnect with ³Ô¹Ï±¬ÁÏ on LinkedIn: linkedin.com\/company\/veeva-systems<\/a>
\nFollow @veeva_eu on Twitter: twitter.com\/veeva_eu<\/a>
\nLike ³Ô¹Ï±¬ÁÏ on Facebook: facebook.com\/veevasystems<\/a><\/p>\n

About ³Ô¹Ï±¬ÁÏ Systems<\/strong>
\n³Ô¹Ï±¬ÁÏ Systems Inc. is a leader in cloud solutions\u2014including data, software, and services\u2014for the global life sciences industry. Committed to innovation, product excellence, and customer success, ³Ô¹Ï±¬ÁÏ serves more than 900 customers, ranging from the world’s largest pharmaceutical companies to emerging biotechs. The company is headquartered in the San Francisco Bay Area, with offices throughout North America, Europe, Asia, and Latin America. For more information, visit veeva.com\/eu<\/a>.<\/p>\n

Forward-looking Statements<\/strong>
\nThis release contains forward-looking statements, including the market demand for and acceptance of ³Ô¹Ï±¬ÁÏ\u2019s products and services, the results from use of ³Ô¹Ï±¬ÁÏ\u2019s products and services, and general business conditions (including the on-going impact of COVID-19), particularly within the life sciences industry. Any forward-looking statements contained in this press release are based upon ³Ô¹Ï±¬ÁÏ\u2019s historical performance and its current plans, estimates, and expectations, and are not a representation that such plans, estimates, or expectations will be achieved. These forward-looking statements represent ³Ô¹Ï±¬ÁÏ\u2019s expectations as of the date of this press announcement. Subsequent events may cause these expectations to change, and ³Ô¹Ï±¬ÁÏ disclaims any obligation to update the forward-looking statements in the future. These forward-looking statements are subject to known and unknown risks and uncertainties that may cause actual results to differ materially. Additional risks and uncertainties that could affect ³Ô¹Ï±¬ÁÏ\u2019s financial results are included under the captions, \u201cRisk Factors\u201d and \u201cManagement\u2019s Discussion and Analysis of Financial Condition and Results of Operations,\u201d in the company\u2019s filing on Form 10-Q for the period ended July 31, 2020. This is available on the company\u2019s website at veeva.com<\/a> under the Investors section and on the SEC\u2019s website at sec.gov<\/a>. Further information on potential risks that could affect actual results will be included in other filings ³Ô¹Ï±¬ÁÏ makes with the SEC from time to time.<\/p>\n

Research Highlights
\n³Ô¹Ï±¬ÁÏ 2020 European Customer Reference Data Survey<\/strong><\/em><\/p>\n

The ³Ô¹Ï±¬ÁÏ 2020 European Customer Reference Data Survey examines the current state of customer reference data within life sciences across Europe through the opinions and experiences reported by commercial data owners. Findings indicate that the quality and integration of data need to be significantly improved.<\/p>\n

Satisfaction with Customer Data<\/strong><\/p>\n