Customer Intelligence
Updated: May 10, 2007
Definition: Customer Intelligence is the process of gathering, analyzing and exploiting information of a company's customer base.
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Key points
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. 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.
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
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