Preparing For The Intelligent Enterprise: A Blueprint For Customer Intelligence Professionals
Why Market Insights + Customer Intelligence = Competitive Advantage
April 29, 2011
Why Read This Report
Despite an abundance of customer-related data, most companies still struggle to understand their customers — lacking the culture, process, technology, data, measurement framework, and business relevance to drive business success through customer knowledge. As companies become more customer-centric, Customer Intelligence (CI) professionals must evolve their role to meet the needs of organizations that capture data from multiple channels and through a variety of methods. By combining with other sources of customer data, particularly the market insights (MI) function, CI can help create a more adaptive intelligence function and deliver greater revenue, efficiency, and customer satisfaction. We expect a new kind of intelligence organization to emerge, combining the old roles of market research and database marketing into a consolidated customer strategy function. This report examines how both functions must prepare for this change and what pieces of the evolution Customer Intelligence professionals must drive.
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Tools And Templates
- Sample Job Description For The Customer Strategist
Table of Contents
- Customer Knowledge Is An Elusive Commodity
- Current Decision Support Models Miss The Mark
- Together CI And MI Enhance Customer Strategy
- Customer Intelligence Responsibilities Shift At Each Stage Of Evolution
WHAT IT MEANS
- Collaborating With Market Insights Will Alter — And Elevate — The CI Role
- Supplemental Material
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