A few weeks ago I was asked to prepare a workshop for a telecom company that wants to invest more in customer intelligence. My first question was, “Can we take a week to go through all the possibilities?” The problem with customer intelligence is that while everyone wants more of it — and better versions of it — there are many different avenues to take in pursuing it. No organization can pursue all of them at once (and this company didn’t want its workshop to last a week), so the challenge is to narrow down the options fast. You need to reflect on your business situation and goals and consider only the initiatives that will offer the highest impact.
Pin Down Your Customer Intelligence Objectives
The array of applications can be bewildering unless you’ve defined your business goals.
August 14, 2012
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.