What is customer intelligence?
How well do you understand your customers?
“How well do you understand your customers?”
It sounds like a simple enough question, but in today’s increasingly complex and competitive market, the answer could be the difference between success and failure, profit and loss.
The challenges facing brands are momentous. While consumers still have money to spend, rising prices mean brands are competing fiercely for a shrinking number of transactions and are having to work harder to move from conversions into relationships. At the same time customer expectations for personalized, meaningful experiences are skyrocketing. Brands need to enable these experiences across a continually expanding range of online and offline channels, all while navigating a changing privacy and identity landscape.
The 4 pillars of Customer Intelligence
PILLAR 1
Strategy and mindset
Within the strategy and mindset pillar, we investigate whether an organization has a clear vision and plan for CI
PILLAR 2
Data health
Within the data health pillar, we determine how accurate and reliable customer data is
PILLAR 3
Analytics and enablement
Within the analytics and enablement pillar, we assess the sophistication of the analytics used to drive insights and the degree to which those insights are then translated into actions across the business.
PILLAR 4
Operations and support
Within the operations and support pillar, we determine whether organizations have the infrastructure and operational setup for market-leading CI