In a world where customer expectations are constantly evolving, understanding what drives consumer behaviour is more crucial than ever.
As contact centres compete to deliver personalized experiences, the need for deep, data-driven insights has made customer intelligence a vital asset.
To find out more, we asked Brianna Van Tuinen, Senior Product Marketing Manager at CallMiner, to define customer intelligence.
Video: What Is Customer Intelligence?
Watch the video below to hear Brianna give a definition of Customer Intelligence:
With thanks to Brianna Van Tuinen, Senior Product Marketing Manager at CallMiner, for contributing to this video.
What Is Customer Intelligence (CI)?
Understanding customers is key to delivering better experiences. Businesses collect a range of data to learn more about their customers, from demographics to behaviours and transactions. This is known as Customer Intelligence (CI).
“Customer intelligence is any information an organization collects to better understand its customers. That could be demographic data, geographic data, information about the customer’s attitudes and behaviours, and even transactional data.
It can really be anything to understand the customers.”
Where Does Customer Intelligence Come From?
Customer intelligence can come from many sources, such as customer channels which provide valuable insights into customer needs, preferences, and expectations.
“We really focus on feedback coming from customer channels, and that’s because customer channels are a treasure trove of information on customers’ needs, desires, and preferences.”
How Is Customer Intelligence Collected?
A platform can gather feedback from across all customer touchpoints including calls, chats, chatbots, emails, social media, surveys, forums, reviews, and support tickets.
“The CallMiner platform allows teams to collect and aggregate customer feedback that’s generated across all channels.
So, if you think about the omnichannel experience, it could be calls, chats, chatbots, emails, social media, surveys, forums, reviews, support tickets, you name it.
After collecting that feedback, the platform then can uncover deep insights and intelligence to deliver better customer experiences and outcomes.”
By bringing this data together, businesses gain a clearer picture of customer experiences.
Why Is Customer Intelligence Important?
Once collected, this data can uncover patterns and insights that help improve customer interactions. Contact centres can use this intelligence to refine their services, address issues, and enhance the overall customer journey.
Effective use of customer intelligence leads to better decisions and stronger customer relationships.
If you are looking for more great video insights from the experts, check out these videos next:
- What Is CCaaS? What Are the Benefits?
- How Can You Stay Compliant With Outbound Dialling?
- Creating a Customer Service Mantra
Author: Brianna Van Tuinen
Reviewed by: Robyn Coppell
Published On: 28th Mar 2023 - Last modified: 29th Apr 2025
Read more about - Video, Brianna Van Tuinen, CallMiner, Videos
