For Customer Intelligence Professionals

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	October 16, 2009 The Intelligent Approach To Customer Intelligence A Framework For Turning Customer Data Into Smart Business Strategy by Dave Frankland with Carlton A. Doty, Suresh Vittal, Zach Hofer-Shall, Emily Murphy	Average: 9  (5 ratings)

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Executive Summary

Marketers who measure the impact of their Customer Intelligence (CI) say that it not only boosts campaign-specific metrics but also improves customer acquisition, retention, and satisfaction, as well as revenue, profitability, and customer value. Yet, the majority of firms still struggle to fully understand their customers and leverage their customer data as a strategic asset. Forrester identifies three levels of Customer Intelligence maturity, and at the highest level, the Customer Intelligence function has evolved into a strategic weapon. As firms evolve through the levels of maturity, we expect the next-generation CMO to come from the Customer Intelligence discipline. Today, Customer Intelligence executives enable organizations to successfully manage relationships with highly empowered customers who have a dwindling tolerance for marketing. Tomorrow, they will create Customer Intelligence command centers to drive corporate strategy and create competitive advantage.

TABLE OF CONTENTS

• Marketers Struggle To Understand Their Customers
• Advanced Firms Use Customer Intelligence For Competitive Advantage
• The Building Blocks Of A Customer Intelligence Command Center

WHAT IT MEANS

• The Next-Generation CMO Will Come From Customer Intelligence

HOW FORRESTER CAN HELP

• Use The "Building Blocks" As A Road Map To Success
• Supplemental Material
• Related Research Documents

This is an excerpt

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