Customer Intelligence: Achieving Effective CRM For Competitive Advantage

What Customer Intelligence can do for your business
If Financial Services Institutions (FSIs) are to survive in the white heat of global competition, they need to cement profitable and mutually rewarding relationships with their customers. CRM and Business Intelligence are trumpeted as saviours, but on their own they are not enough. Customer Intelligence is the key. What it is, why it is important, and how it should be approached form the core of this groundbreaking new report from Lafferty.

Pragmatic analysis and rigorous exploration of an often-misunderstood concept
The path to business effectiveness - whether measured in terms of profitablity, shareholder value, or now, stakeholder value - is littered with management ideas whose time has come…and gone. So why does Customer Intelligence (CI) promise so much more? This report provides the answers, and explains that, above all, it is CI's relentless focus on action that will ensure its longevity as a driver of success.

Spawned from concepts widely understood and practised in military intelligence, CI enables FSIs to place their customers right at the centre of the organisation…where they belong. The first part of the report defines and explains CI - an important area, given the widespread misunderstandings and open misuse of the term. Part 2 delivers practical advice and guidance on the conduct of CI.