So says a study by SAS, entitled The Age of Now, which reveals a stark difference between understanding of customer identity and being able to use the information available to drive customer engagement in real-time.
The report shows that only 16% of UK organisations are able to adjust their marketing communication in real-time based on customer behaviour, 17% can do so within a few hours, but 25% say it can take almost a day.
Worryingly, only a quarter can halt or retract communications in reaction to unexpected socio-political events, and just a third claim to be able to switch communication channels in response to customer behaviour or external events.
Moreover, 60% of UK organisations said they are unable to communicate with customers via multiple channels in an integrated manner.
SAS UK & Ireland head of customer intelligence Tiffany Carpenter said: "There is a small segment of organisations leading the charge to capture the imagination and needs of consumers. But most organisations are struggling to embrace realtime.
"As consumers become ever more demanding of personalised experiences, organisations must bridge the gap by truly harnessing real-time customer engagement strategies. The strive for real-time communication is really focused on delivering at the right time."