文档介绍：Customer Intelligence Evolving Customer Interaction into Customer Insight
Customer Intelligence
Evolving Customer Interaction into Customer Insight
Larry Goldman, Vice President Customer Intelligence, Inforte
? 2002 Inforte Corporation. All Rights Reserved.
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Customer Intelligence Versus Business Intelligence
The Customer Intelligence Roadmap
Evaluating Your Customer IQ
Agenda
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Measuring CRM ess and Value
Overall ess of the CRM Initiative
Implementation ess
User ess
Operational ess
Financial ess
Must have a formal, continuous process for measuring ess and value created
Should identify and measure results of each project phase
Establish realistic goals and expectations based on CRM capability / maturity
On-time, On-budget
User adoption
Usage tracking
User satisfaction
Data problems
Productivity improvements
Process efficiency and effectiveness
Key performance indicators
Return on investment
Economic value add
Revenue increases
Cost Savings
Customer / corporate profits
Value Created
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What Is Business Intelligence?
Business Intelligence is the use of information to monitor the business, identify issues, and create opportunities that can be leveraged petitive advantage.
A term that passes tools, processes, applications ponents that allow pany to gain greater efficiencies by enabling detailed data analysis on information captured across the enterprise
Ability of anization to understand and use information relevant to its operations, and translate that information into increased profitability
Method that helps management make more effective decisions, measure performance against goals, easily identify targets, and to detect & respond to new opportunities or threats
Business Intelligence doesn't just alert an enterprise to looming problems; it also highlights opportunities and cost savings
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Measuring Marketing Performance is Top Priority
In a recent Forrester study, measuring marketing performance across mu