Customer intelligence

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Customer Intelligence is the process of gathering, analyzing and exploiting information of a company's customer base.

Contents

[edit] Process

Information can be obtained about customers' existing and future needs, how they reach decisions, about their behavior as well as about the competition, conditions in the industry, and general trends. [1] To properly manage the relationship with the customer the business needs to collect the right information about its customers and organize that information for proper analysis and action.

[edit] Tools

Tools like Speech Analytics can be used to understand customer and prospect behavior. Some Customer Intelligence solutions analyze telephone conversations taking place between companies and customers and then deliver insights to the desktops of senior executives and managers. New is using click behavior on a website to drive the Customer Intelligence. It's sometimes called behavioral targeting for lead generation purposes. You can predict someones producti interest and buying intention based on the clicks and visits of a corporate website. There are 3 vendors in the field. Omniture; Netmining and Webtrends. Privacy is a hot item here. Some companies are using opt-in and refuse to collect IP addresses.

[edit] Result

Customer Intelligence enables senior level managers and executives responsible for the customer experience to:

  • Define and measure the customer experience
  • Understand the experience of their customers
  • Identify the reasons why customers call
  • Maximize loyalty and retention
  • Gain market and competitive intelligence
  • Increase sales effectiveness

[edit] References

  1. ^ Customer Intelligence by CRM Today - Customer Intelligence Blog, Articles, Research Reports and White Papers

[edit] See also