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Steps toward achieving world-class customer intelligence

Often the most challenging area of customer experience initiatives is in assembling, analyzing and distributing customer intelligence throughout the company. CX teams need to be skilled at assembling a wide range of customer information, conducting insightful analysis and delivering intelligence in a manner that truly prompts action.

Here are four steps you can take to achieve world-class customer intelligence:

  1. Start with a clear and consistent understanding of what the business is trying to accomplish.
  2. Make a comprehensive list of all the information sources that could help inform, measure or monitor the initiative.
  3. Identify areas where information is missing, incomplete or not reliable. For this, consider the best approach to creating the information (e.g., ask employees, ask customers, create a journey map)
  4. Once you gathered the necessary information, leverage analytics to understand what the data is saying and to generate the insights.

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

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