By definition, cuinco understands customer intelligence as the development and implementation of customer-centric and data-driven strategies, measures and processes for the sustainable monetization of customer relationships and optimization of customer value creation.
In particular, this includes the areas of new customer acquisition/lead generation and customer relationship management (CRM) for customer retention, customer loyalty, up-selling and cross-selling.
The basis for this is precise knowledge of the customer and knowledge of their future needs and preferences (“customer insights”). This requires both the procurement and collection of customer data (“data strategy”) in accordance with data protection laws in order to build up sound customer databases (“smart data / big data”, “data quality”) as well as analytical methods and evaluation tools (“data science”, “descriptive & predictive analytics”, “artificial intelligence / AI”).
In order to make this knowledge monetizable from a corporate perspective, effective multi-channel processes (“marketing and sales automation”) need to be implemented, which link all analogue and digital contact points (“multi-channel touchpoints”) of a company in the sense of an optimal customer experience.
Measuring marketing efficiency is an elementary component from a customer intelligence perspective. It requires a continuous input-output analysis across all media, channels and target groups used and, in turn, contributes to the gaining of customer insights and the optimization of all marketing and sales processes in the feedback (“closed loop”).