Consider the following case study. A company rolls out a new customer intimacy strategy, and functional solutions to customer relationship problems commence. The sales division launches an automation program to coordinate and streamline sales activity. Customer service cleans up their install base data so that managers have information about products a customer owns when they call for service. Marketing develops campaign tools to enable targeted promotions aimed at the specific interests and buying behaviors of their customers. 数据挖掘研究院
While the company experiences some worthwhile advancement, problems ensue. The pricing structure on marketing's most recent promotion is inconsistent with deals being worked by sales. A sales representative walks into an account with multiple open service requests, and the customer wonders why they're being pressured to buy new products when their current products aren't working. Meanwhile, customer service calls to renew maintenance on a product that sales is currently negotiating to trade in.
Despite this company's best intentions, the supplier does not intimately know these customers, and they feel it. This company has a low business intelligence quotient, or BI-Q. They are putting BI to use, but incompletely. Such efforts typically create more problems than they solve and are eventually abandoned in frustration. 数据挖掘研究院
The intent of BI is the integrated and coordinated application of business information in order to comprehensively improve products, service, profits and the long-term health and growth of a company. In this case study, a mature BI application would create a progressive customer relationship where: 数据挖掘研究院
- Information about customers grows and transforms with each customer interaction.
- The information is communicated and understood fully by all divisions of the company.
A progressive customer relationship is enabled by mature BI capabilities and becomes the foundation of a successful customer intimacy strategy.
