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ReportToday's market has imposed a series of businesses and strategies become necessary adaptations to survive now on competition and the continuing demands of the market; the customer will inform changes opinion, law, and companies must be able to understand their needs and propose solutions to satisfy them.
One "tool" that can help the company understand the customer in all of its facets is the Customer Intelligence, which can be defined as the ability of a company to collect customer data from all sources (mail, phone, social media, forums, etc.) to draw a "big picture" of the customer, and optimize your CRM and marketing strategies, and improve business performance through targeted and strategic decisions.
Viewed from this perspective the definition tends to complement and integrate the concept of CRM: in fact the US aims to collect data and produce results that capture all facets of customer behaviors, and then comes to the rescue to the CRM thanks to its ability to provide significant input for understanding customers and act accordingly.
How does a process THERE? It starts from the data in possession of a company. Objective, quantifiable data, real, integrated with other customer-centric data, such as past purchase behaviors, relationships with the company.
Once collected the data, you switch to their processing. On the market, of course, there are various software that take advantage of modern techniques to achieve optimal results: data mining, multivariate statistics, and other instruments belonging to the so-called "Business Intelligence".
The feedback that you can have is very valuable for Management: you can indeed track quickly and completely updated as they are evolving relations with customers in different points of view – not just analyzing objective data available-and, above all, the potential value of that customer. A value that can be understood thanks to the knowledge of the customer to 360°, and that over time can grow thanks to offer a better Customer Service and targeted and efficient interactions.
Thanks to the knowledge of the customer, the company can:
-understand the customer value for the Organization;
-predict how the relationship will evolve and then the potential value in the future
-conduct business strategies and effective CRM and non-dispersive.
In a sense you can say that thanks to Customer Intelligence you can draw a "lifecycle" of reviews, from the moment you become customer throughout the relationship with the company, noting the evolution that has occurred and organizing effective responses to the various needs, anticipating needs and preferences.
No doubt on the usefulness and to equip a company of these tools of CRM, although the timing of implementation and feedback analysis may take some time.
Fulvio Giaccari
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