Trends Report

Customer Intelligence Needs To Get Out Of The Weeds To Demonstrate Value

April 21st, 2011
Dave Frankland, Vice President, Research Director
Dave Frankland Vice President, Research Director
With contributors:
Caitlin Souther , Molly Murphy

Summary

With an influx of data and the upsurge of digital media channels revolutionizing how companies communicate with customers, Customer Intelligence (CI) professionals are poised to elevate their influence beyond the marketing department and into the enterprise at large. In order to capitalize on this opportunity, however, they have several challenges to overcome. Despite their lofty goals, CI professionals are struggling to integrate data and move beyond traditional communication channels. In the meantime, their focus on strengthening core functionalities leaves them in danger of isolation from the business.

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