What matters to most customers in this year is greater personalization, more automated services, and easier access to services to capture market share. Big data gives you a full view on your business from customer behavior patterns to internal process efficiency and even broader market trends. This means you can make informed, data-driven decisions and, subsequently, obtain business results. Your data can give you valuable insights into user behaviour and help you optimize your customer experience accordingly. For example, by having a complete customer profile and exhaustive data on product engagement at hand, you can predict and prevent churn and achieve retention.