Customer intelligence is a key component of effective customer relationship management
(CRM), and when effectively implemented it is a rich source of insight
into the behaviour and experience of a company's customer base.
As an example, some customers walk into a store and walk out without buying anything. Information about these customers/prospects (or their visits) may not exist in a traditional CRM system, as no sales are entered on the store cash register. Although no commercial transaction took place, knowing why customers leave the store (perhaps by asking them, or a store employee, to complete a survey) and using this data to make inferences about customer behaviour, is an example of CI.
As an example, some customers walk into a store and walk out without buying anything. Information about these customers/prospects (or their visits) may not exist in a traditional CRM system, as no sales are entered on the store cash register. Although no commercial transaction took place, knowing why customers leave the store (perhaps by asking them, or a store employee, to complete a survey) and using this data to make inferences about customer behaviour, is an example of CI.
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