Customer intelligence is the ability to use information about a customer to foster deeper relationships that generate greater profitability. It is also the basis for targeting new customers based on matching key attributes of best customers.
Customer intelligence is a multi-dimensional business problem:
1. Customer information integration
—Is your data clean and trusted by users?
—Have you compiled a 360-degree view of the customer?
2. Customer insights: Segmentation/modeling
—Do you know the preferences, needs and value of each customer?
—Can you predict the likelihood of a customer defecting, buying or responding?
3. Customer insight operationalization
—Have you integrated analytic insights into front-office applications?
—Are you able to customize treatments to the individual customer?
Company capabilities generally fall into one of four progressively higher rankings within each of these CI dimensions.
* Basic—No 360-degree view of the customer, excessive manual analysis
* Foundational—Common customer ID, customer segmentation
* Advanced—Complete customer view, treatments driven by value segments
* Distinctive—Differentiated products and services by segment, insight-driven interactions
Together, the CI dimensions and capabilities rankings form a useful diagnostic model a manager can use to assess where they are and where they want to be in developing meaningful relationships, relevant offers and proactive services.
This is shown in the Figure below:
CUSTOMER INTELLIGENCE MATURITY MODEL
