Customer intelligence (CI) is information obtained from customer data that businesses collect from internal and external sources. The goal of customer intelligence is to understand customer motivations better in order to promote future growth.
Customer Intelligence is about producing insight into customers that is intelligence and has purpose. To compile customer intelligence, organizations need to rely on data from various sources and analyze it.
This intelligence tells decision-makers why customers act the way they do and empowers organizations to change and adapt to meet consumer needs and demands. Useful customer intelligence informs, guides and advises executives as they make necessary business decisions.
The result is a comprehensive overview of customers that’s more inclusive of people than charts and graphs. Customer intelligence drives action. It means using that insight to promote informed business decisions and quantifiable results.