Walker Information
Helping you put the customer at the heart of every decision.

What it means to be customer intelligent

We have coined a phrase around our company:

Be Customer Intelligent

For years we have studied customer relationships and now, probably more than ever, customer continue to change. They are more demanding and they expect you to know them and deliver products and services in a manner tailored to their wants and needs. More options are available. Switching is easier. Companies you never saw as competitors may now be your biggest threat. 

Companies must rise to the challenge. They must know each of their customer's next moves. They will need to be sophisticated at monitoring what their customers are saying and doing, and they must have a big appetite for using customer insights to make better decisions. 

So what does it mean to be customer intelligent?

My colleagues and I came up with a list of ten things. In fact, we even set up a website and printed  cool posters of them! You can order free copies here


It means …


You can never know too much about your customers. 

You know your customers' business objectives — you are informed.

You listen intently to your customers in many different ways.

Big data about your customers is a big deal. 

You know your customers well enough to predict their next move.

You take action on customer insights — right now!

Your company is completely aligned with customer needs. 

You understand your customers through the supply chain. 

You use insights to personalize your customers' experiences. 

Your success depends on the success of your customers. 


Patrick Gibbons


About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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