|Author(s): John Marinopoulos, David Laffin
Collection: Financial Services 2005
Keywords: Customer Satisfaction Studies
ESOMAR Best Paper Award 2005/2006
|PDF version (download)|
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The approach used outlines an achievable, tangible and actionable method to extracting the value from customer knowledge and create real business value. This approach integrates a strong base of customer knowledge with organisational knowledge and current best practices in strategic positioning and customer management. A case study of a major Australian regional is used to highlight the business value creation.
In this case, the Integrated Customer Intelligence perspective has lead to a significantly better strategic plan, and also the identification of important diagnostics with which to track improvements made based on corrective market actions.