Process
Customer Intelligence begins with reference data – basic key facts about the customer, such as their geographic location.
This data is then supplemented with transactional data – reports of customer activity. This can be commercial information (for example purchase history from sales and order processing), interactions from service contacts over the phone and via e-mail.
A further subjective dimension can be added, in the form of customer satisfaction surveys or agent data.
Finally, a company can use competitor insight and mystery shopping to get a better view of how their service benchmarks in the market.
By mining this data, and placing it in context with wider information about competitors, conditions in the industry, and general trends, information can be obtained about customers' existing and future needs, how they reach decisions, and predictions made about their future behavior.
Read more about this topic: Customer Intelligence
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