Trends Report

The Intersection Of Customer Intelligence And Public Relations

How Social Intelligence Bridges The Gap Between Diverse Disciplines

November 4th, 2010
Zach Hofer-Shall, null
Zach Hofer-Shall
With contributors:
Suresh Vittal , Michael J. Grant

Summary

Customer Intelligence and public relations aren't obvious bedfellows. The two teams sit on opposite sides of the marketing and strategy organization but share similar goals and will now share a common data source: social media. Through Social Intelligence, Customer Intelligence and public relations professionals turn online discussions into actionable business insight. Social media data gives both teams the information they need to improve targeted communications and measure their work's effectiveness. For Customer Intelligence professionals, this means new demand for social data, challenges in distributing data, and focusing on the importance of data analysis training.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.