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Mastering Information across Economic Cycles 165

information competency achieve consistent lifts of 5–7%
above industry norms. Organizations near mastery levels
were able to consistently achieve 8–12% lifts above industry
norms.

Information mastery and
customer retention

For information masters, retaining the right customers is an
inherent by-product of a deep understanding of customers
and markets, not an initiative. This understanding and facility
with customers comes from a deep and broad information
competency. Companies report that as they travel the road
of mastery, they are able to steadily ratchet down their cus-
tomer churn levels.

One large East Coast US bank depicted in Figure 7.11
found that they were able to reduce churn rates each year
by at least 0.5% relative to a current 6% churn rate. The
organization did this by comparing economic cycles and
customer behavior with appropriate product and services

Figure 7.10