The sole aim of this exercise is to create a new information product: an advanced understanding of the customer, consumer or individual as related to the specific business issues of an organization.  To be effective, the process is necessarily very practical and focused on clear business goals.

At the core of the CIAgenda^® process is the construction of new intelligence about a customer.  This new intelligence will revolve around insight related to three key aspects - customer behavior, customer profitability and the risk that a customer may bring.  These new insights are not simply about the past and the current state, but reveal new patterns, trends and predictions that provide a solid, fact-based foundation for creating and taking decisions.

What makes this process different is that new insight is not generated randomly as a part of a “big bang” process, but is developed by focusing on a specific issue.  The issue will be chosen according to priorities and strategies as defined by the organization.  As one issue is resolved, the process continues to create customer intelligence for the next series of topics and issues in an ongoing progression.

The created intelligence must be used, applied or brought into effect for the benefit of an organization.  This is where many organizations fail – simply having some new propensity, model or segment is not enough:  it must be utilized, whether that means delivering it in the right form to the right employee at the right time, or proactively integrating it into the existing operational and CRM systems.

To complete the process, there must be concrete feedback and measurement in place to show how customer intelligence is affecting the organization.  This critical step is how the value is proven and also how cyclical improvement can be achieved over time.

We at CIAgenda^® have a well-documented and practicable process that has been developed during our years of working with clients to successfully implement effective customer intelligence programs.  It concentrates on Sales and Marketing while ensuring correct integration with operational and IT procedures.  Let us help you transform existing CRM and customer focused initiatives into a process that will help you achieve your CustomCIAgenda^®.