As more and more companies invest in customer relationship management (CRM) initiatives, it's becoming apparent that customer insight is a key component of any CRM strategy. Regardless of where a company began its CRM efforts, the following capabilities are critical for achieving successful deployment of any customer strategy:
Collectively, these capabilities are defined as customer intelligence (CI), the core analytical requirements for a sophisticated CRM strategy. To begin a customer intelligence strategy, companies should first use a CI road map for their organization that identifies how they're approaching implementing core CI capabilities. By becoming familiar with the common stages in a customer intelligence program, organizations can improve their existing CI capabilities, identify where new opportunities exist and enact a strategy for implementing these solutions.
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