But why is customer intelligence necessary? At a list of telegram users in belgium time when relational marketing, or one-to-one marketing , is the most important factor, and when the situation of a large number of markets and sectors is in its mature stage, as pointed out by marketing guru Philip Kotler, it is more necessary than ever to retain a company's customer portfolio and to use cross-selling as a strategy for growth and increased sales.
To understand how a customer relates to our company, we have data scattered across different software and different departments. Thus, we find a CRM in the sales and marketing department with information about campaigns, an ERP with integrated information, acquired market databases, etc. And it is in this whirlwind of internal and external data that the use of a Business Intelligence layer in the CRM becomes essential, to manage all the important information for customer knowledge and management and thereby achieve customer loyalty.
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Reviewing the trends in this field predicted by CRM gurus such as Paul Greenberg and Jesús Hoyos, we can see the following trend that everyone seems to agree on:
“BI is important because companies have to find a way to transform information into money… and today many companies are looking to extend the use of data from an ERP and/or CRM to increase sales or reduce costs” Jesús Hoyos.
