Hello, my name is Bill Band and I am Principal Analyst here at Forrester serving Business Process & Applications Professionals. The focus of my research is on the underlying technologies that support customer-facing business processes (a.k.a. "CRM"). To make the savvy investment decisions, customer intelligence professionals, need to know which solutions have the strongest track record for delivering results. I just surveyed 286 companies to understand which customer management processes and supporting technologies are most critical to success.
One of my favorite elements of being an analyst is the time we spend helping marketers that are grappling with a key challenge within their firm. Since we launched the Customer Intelligence role last week, I’ve been spending a few minutes in most client inquiries and interactions explaining the shift in our research focus. The response, quite frankly, has been phenomenal.
Wikipedia defines Customer Intelligence as the process of gathering and analyzing information regarding customers; their details and their activities; in order to build deeper and more effective customer relationships and improve strategic decision making.