How to Debunk 3 Customer Intelligence Myths

In this post I’d like to get back to an earlier thread and debunk three common myths of Customer Intelligence.

Myth # 1: It’s expensive

Customer Intelligence does not have to be expensive. Common, in-use software and processes can be repurposed to yield true Customer Intelligence across the organization. In fact, in many cases, creating true Customer Intelligence is more of a mindset or cultural change than an expense item.

Myth # 2: It’s complicated

Customer Intelligence, at its most fundamental, requires focusing exclusively on the customer, which is a simple (though profound) shift. All else flows from this shift in focus.

Myth # 3: It’s too time-consuming

Many managers believe that their people just don’t have the time to focus on developing and deploying Customer Intelligence with everything else they’ve got on their plates. However, all that is required is that staff members do the same things they’ve been doing before, but do them differently, with an absolute focus on the customer and with attention paid to developing and using knowledge about the customer to refine products and services, communications, and customer service.

3 Action Steps to Take RIGHT NOW!

We now know what Customer Intelligence is (and isn’t), why it’s important, and what it can do for you. So, how can you get started? Let’s look at 3 Action Steps you can take RIGHT NOW to begin implementing Customer Intelligence in your organization:

Action Step # 1: Communicate

Begin telling your team how important Customer Intelligence is to your organization. It all starts with making CI a part of your company culture, so start spreading the word.

Action Step # 2: Track

Start keeping track of where the information on your customers resides in your organization. Create an informal “Customer Data Map” that lists all the sources of behavioral, demographic, financial, and other customer-related data. It doesn’t have to be fancy (start writing it on the back of a napkin if you must!), but it will get you thinking about all the things you already know about your customers as a first step toward using that data to direct your marketing, product development, branding, communications, customer service, and other functions in your organization.

Action Step # 3: Coordinate

Begin by reaching out to people in other areas of your organization, people who are not directly related to your job function or on your team. Ask them how they are focusing on the customer and what they are doing to use what they know about their customers to do their jobs better. If they’re not doing so, tell them about CI (see Action Step # 1 above) and ask them to help you as you fill out your “Customer Data Map” (see Action Step # 2 above). Building bridges to other people across functional areas in your organization will help you to develop a holistic picture of how true Customer Intelligence will begin to impact your entire organization for the better as you all work together to build value for your customers.