USING CUSTOMER INTELLIGENCE IS A KEY TO SUCCESS:

Information abounds in most business organizations. The problem is that most
of the important data is not used in an intelligent manner, because it is stored
in nonintegrated databases and rarely shared across internal business units.
What must be done with this valuable information forms the basis of customer
intelligence. That begins with a common definition of customers, a description
of the tools to be applied, and the information integration architecture necessary
to make the system a viable business enhancement process.
Knowledge is the key, and information about customers builds knowledge.
Companies must manage their customer data better to be able to act upon
customer knowledge. Figure 8.7 shows the customer intelligence maturity model,
where we have arrayed the key operational improvement characteristics against
the levels of maturity progression. From basic through foundational, core, and
distinctive levels, the important areas where customer intelligence can bring a
favorable impact are depicted, so a company can gauge how far along the
continuum it wants to or should proceed. Firms need to assess where they are,
what their competitors are doing, and then determine where they need to be in
order to achieve the advantages that we have outlined.