One of the crucial aspects of customer intelligence (CI) or using business intelligence (BI) to support your customer relationship management (CRM) business strategy is what I call the "outlet for action." Within the decision support process, it must be clear to analysts, knowledge-workers or other decision-makers how they can take information and make an impact. For some employees, their role may be increasing efficiency or reducing costs. Other employees may be responsible for driving revenue through cross-selling programs.

The general approach consists of the following stages: information, insight, strategy and action.

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