What is customer intelligence?
Customer Intelligence (CI) is broadly defined as an attempt to collect and analyze data on customer behavior. Businesses and organizations use CI resources and methodology to understand what customers are doing - and why. Many CI professionals use a wider range of resources known as Customer Relationship Management (CRM) systems to collect and use CI data. Because CRM and CI tools are often made up of sophisticated technologies, IT professionals involved in CI may require certain skills or certifications.
In general, Customer Intelligence (CI) relies on a process of aggregating large amounts of data for input using specific technologies and using advanced analytical methods. A database is a common and essential resource for Customer Relationship Management (CRM) and the more specific uses of CI data. CI professionals often require database usage and maintenance skills or qualifications.
In addition to manipulating a database, CI professionals may also need to know methods for collaborative data modeling, such as: B. Cross-channel attribution, in which special modeling software is used for a clear data presentation and resources are made available for critical business decisions. The data used in CI may overlap with the data used for other CRM areas and related goals, such as: B. Sales Force Automation (SFA).
While many of the core processes of CI work involve sophisticated technology, some of this work is also 'on-site' where professionals may need to develop more information about customers who do not have a digital footprint with their relationship with a company or organization. CI components also include surveys and other types of customer contact.