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Process for using customer intelligence

  1. Begin with your objectives. This helps you be more discerning when it comes to which sources of customer intelligence to use.
  2. Define what data is needed. With an understanding of the business issues, you can now identify what customer intelligence is needed to address the issue.
  3. Determine if this intelligence exists. Before reaching out to customers, consider what customer information you already have. Access financial data, operating metrics, contact center records, and any other relevant sources.
    • If it doesn’t exist, seek other sources. Gather intelligence from the most effective and efficient methods to address the business issue.
    • If it exists, collaborate to get the information you need. Be armed with the purpose for your request and the anticipated outcomes as you seek access to the data you need.

About the Author

Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit www.walkerinfo.com.

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