Customer intelligence

Customer intelligence ( CI ) is the process of gathering and analyzing information about customers, and their details and activities, to build deeper and more effective customer relations and improve decision-making by vendors. [1]


Customer intelligence is a key component of effective customer relationship management (CRM), and when implemented it is a rich source of insight into the behavior 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) can not exist in a traditional CRM system. ALTHOUGH no trading transaction eu lieu, Knowing why customers leave the store (Perhaps by asking em, gold store employee, to a full survey) and using this data to make inferences about customer behavior, is an example of CI.


Customer Intelligence begins with reference data – basic key facts about the customer, such as their geographic location.

This data is then supplemented [2] with transaction data – reports of customer activity. This can be used for sales, contact information from the phone and via email.

A further subjective dimension can be added, in the form of customer satisfaction surveys or agent data.

Finally, a company can use competitor insight and mystery shopping to get a better view of how services Their benchmarks in the market.

By mining this data, and placing it in the context of information, the conditions of the future, and the future of the future. [3] [4]

Example sources of data

Speech analytics , using phonetic analysis or speech to text and keywords, classify call types and identify trends. [5]

Click tracking – used to monitor the popularity and use of corporate web sites. For example, they may be spending a particular time when they are spending time browsing specific product pages. [6]

Customer relationship management – software solutions used for , adeptcrmsales and to manage customer relationships qui can store data on the quantity, kind and category of customer and prospect contact.

Frontline data capture which may be part of a CRM software solution, but which is used by the front line agents to record more subjective data regarding customer contacts, such as the root cause of the customer picking up the phone (eg they received their bill) or their emotional state.

Customer satisfaction and market research surveys, Often mined via text analytics , qui can additionally be applied, for customer intelligence Purposes, to contact center notes, email, and other textual sources.


Customer intelligence provides a detailed understanding of the customer experience, and allows for predictions to be made about behind the customer behaviors.

This knowledge can be applied to actual Then more medium and strategic decision making – for example, understanding why customers call Makes it easier to predict (and Plan to Reduce) call volumes in a Contact Center .

See also

  • Customer knowledge
  • Speech analytics


  1. Jump up^ Shaw, Robert, Measuring and Valuing Customer Relationships (2000) Business IntelligenceISBN 978-1-898085-33-1
  2. Jump up^ [1]Capturing Customer Intelligence – Oracle
  3. Jump up^ [2]Customer Intelligence by CRM Today
  4. Jump up^ “Archived copy” . Archived from the original on 24 April 2009 . Retrieved 3 February 2009 .
  5. Jump up^ Nexidia. “404” .
  6. Jump up^ “Digital Marketing Solutions – Webtrends” .