Analysing customer intelligence cycle in crm







At the end of this chapter, readers should be able to:

  • Discuss the four steps in customer Intelligence cycle.
  • Discuss the critical components customer – centric strategies.
  • Discuss the personalization and Data transformation rule.
  • Discuss the two facets of data transformation rule.



Successful CCEs adhere to customer intelligence Lifecycle. This is a closed loop business process that have four step. We will be discussing these four step in order to throw more light on what customer intelligence Lifecycle is


  1. Capture

The capture phase extracts the customer interaction data from operational systems and then integrate and store the data for easy retrieval. What we are saying here is that, under capture stage, the system extracts information from front line applications and store the information where it can be used by back offices to make decisions concerning the customers.

customer intelligence cycle

  1. Analysis phase

During the analysis phase, business analysis creates report of customer behaviour, define customer segments, and create predictive models that determine what recommendations or effects to make to customers. Under analysis, a Business Analyst work on information that have been gathered at  the capture stage; this will give the organization an insight into customers purchase behaviours and how the  customer wish to be served. This will now allow the organization to segment their customers and come up with goods and services that will meet up with their needs.


  1. Plan

At the plan phase, the organization uses the knowledge gained from analyzing customer information to create rules that will help the organization to optimize customer interactions. These rules enable business to deliver the right offer to the right customer, through the right channel at the right time.


  1. Interact

The interact phase involves executing these rules in various touch point systems, such as web and call centres. Here, action is taken to optimize customer interaction across all channels. They then capture the result, and repeat the cycle, refining their plans based on experiences that they have had with their customers over the years.


Critical component of customer-centric strategies

The objective of any customer-centric strategy is to have a 360 view of customers. In order for an organization to achieve this, there is the need for them to consider three vital components that produces value and speed today’s customer-centric business strategies required.




Fig 28: critical components of customer-centric strategies


  1. Data

Data includes all information required about the customer to extend solutions across contact channels or product lines within the enterprise. There are a lot of data that are required in order to give customers total experience. But one thing is certain; the right data should be delivered to the right channel in order to get the right result.


The organization should properly organized customers’ data in a way that it will be useful. They must be able to update their data without hindrance.


Timing is also very important, the organization needs to attend to customers’ issues as they come in, this would help the organization to drive real-time analytics and effect customer treatments applied in real time at the point of interaction. The organization also needs to adopt real time analytics so that they can be well informed when two customers share the same information. Two customers might have the same thing in common. A customer may present self as an ordinary person, whereas he is a VIP, real times analytics and quality across all channels within minutes/. Take for example, a bank customer that checked his account using ATM and withdraw his money in one of the branches.


  1. Rules

The defines what the enterprise does with the information after it had been captured in the CRM data warehouse.

These are two basic rule for achieving a 360 view of customers. The rules come in two forms.


  1. Personalization Rule

This is the rule that shapes  customer interaction. They provide the organization with  the ability to personalize their interaction with their individual customers. Personalization rule guide what kind of information is passed to customer and how it is being passed across to them.


  1. Data Transformation Rule

Data transformation rule governs non-customer facing activity. They are rules that govern the merging of customer data from source systems of third parties. They help in turning customers’ information into a pool of resources that the organization can use in meeting customer at the point of  their needs.


Note: That both rules are effective when they address the broadest possible set of scenario.


  1. Capture

            This is the translation of the enterprise’s customer strategy into rules meant to deliver that strategy. Context is said to be the missing link in many CRM implementations, yet it has the most impact of all the three rules. There are two facets of context that are essentially important.


First is that the rule should provide a holistic understanding of all the potential customer interactions within an organization, the events that make up those interactions and how the outcome of each interaction affects subsequent interactions or the overall customer relationship.


The organization also needs to determine the purpose of each rule. The objective of this is to ensure manifestation of context, which governs which of these rules, should take precedence at any given time.



At the end of this chapter, we have been able to know that:

  • Successful CCEs adhere to Customer Intelligence Cycle.
  • We have four steps under Customer Intelligence Cycle which are: Capture Analysis, plan and Interact.
  • Under critical component of Customer-Centric Strategies, we have Data, Context and Rule.
  • Under rule, we have Personalization rule and Data transformation rule.


Brainstorming Session

  1. You have just received a message from MTN that is asking you to load N100 and stand a chance to win N12million. Based on your knowledge as a CRM expert, do you think this is the best way to reward loyal customers.


  1. It has been observed that due to the advent of the social media and internet, location is no longer a barrier as far as business operation is concerned what are some if the way by which businesses can take advantage of the internet for their business growth.










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