Member-only story
How Brands can get to Actionable Customer Intelligence
My conversation on the IBM ThinkLeaders Podcast
Customer intelligence is all about gaining a deeper understanding and appreciation of customers. This leads to improved relationships and better decisions by brands. It’s an interesting topic that falls into the confluence of marketing, data, and technology.
I was part of the IBM ThinkLeaders podcast this week, on the theme of customer intelligence. Hosted by David Polgar and Serena, I joined Alex LePage of Neustar for an interesting chat.
Today, there are enough avenues to understand what a customer really wants. Customers interact with brands all the time, either intentionally or indirectly. This may be through direct conversations, emails, calls, or as responses to surveys.
Customers leave enough content and context to help understand them better. Brands need to stitch these signals together on a value chain continuum to understand the customer journey. We spoke about how brands can do this.
We also discussed the thorny question of how much a customer would like the brands to know them. When is a…
