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
Famous quotes containing the word process:
“Experiences in order to be educative must lead out into an expanding world of subject matter, a subject matter of facts or information and of ideas. This condition is satisfied only as the educator views teaching and learning as a continuous process of reconstruction of experience.”
—John Dewey (1859–1952)
“Interior design is a travesty of the architectural process and a frightening condemnation of the credulity, helplessness and gullibility of the most formidable consumers—the rich.”
—Stephen Bayley (b. 1951)
“Every modern male has, lying at the bottom of his psyche, a large, primitive being covered with hair down to his feet. Making contact with this Wild Man is the step the Eighties male or the Nineties male has yet to take. That bucketing-out process has yet to begin in our contemporary culture.”
—Robert Bly (b. 1926)