Customer Intelligence

From Wikipedia, the free encyclopedia

Customer Intelligence (CI) is, as some of the experts in this field defined^[1], an aggregation of concept, method, process and software. It is about the innovation and the use of customer knowledge, and how to promote the decision ability towards optimizing customer relationships and the whole operations process.

The secret to effective use of customer intelligence is not just in collecting data but in the organizing and effectively using that data.^[2]

CI is an architectural technology comprising the following four layers:

• First layer - Information System which is a ground layer of the pyramid. It may focus on accumulating customer's demographic and psychological data to categorize and map customers.

• Second layer - Data Analysis which employs various statistical techniques or mathematical calculations to rationalize the information stored.

• Third layer - Knowledge Discovery which forms the hypothesis and validates the conclusions based on the second layer's activities and the information gathered.

• Fourth layer - Strategic Implementation which puts information or knowledge to use in promoting decision-making and enterprise modeling.

[edit] References

1. ^ GCCRM - Customer Intelligence. Retrieved on 18 October 2006.
2. ^ Knowing your customer and managing customer relations

[edit] See also

• Customer relationship management
• Customer Reference Management