CI and CRM
Customer Intelligence is a key component of effective customer relationship management (CRM), and when effectively implemented it is a rich source of insight into the behaviour and experience of a company's customer base.
As an example, some customers walk into a store and walk out without buying anything. Information about these customers/prospects (or their visits), may not exist in a traditional CRM system, as no sales are entered on the store cash register. Although no commercial transaction took place, knowing why customers leave the store (perhaps by asking them, or the storeperson, to complete a survey) and using this data to make inferences about customer behaviour, is an example of CI.
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