^Brown, Brad; Kanagasabai, Kumar; Pant, Prashant; Pinto, Gonçalo Serpa (2017-03-15). "Capturing value from your customer data". McKinsey & Company. Retrieved 2018-08-15. In an increasingly customer-centric world, the ability to capture and use customer insights to shape products, solutions, and the buying experience as a whole is critically important. Research tells us that organizations that leverage customer behavioral insights outperform peers by 85 percent in sales growth and more than 25 percent in gross margin.1 Customer data must be seen as strategic. ... Information on what customers purchase, how many times they contact customer service, and how long they linger on a given website can create an insightful narrative about buying habits and preferences.