Post by account_disabled on Feb 20, 2024 0:46:56 GMT -5
We often talk about business intelligence , a term under which an increasing number of systems and tools are grouped that fulfill different purposes, from the processing of data and information (its obtaining, structuring, management, analysis and visualization) , to monitoring the development of the corporate strategy, through the evaluation of the most varied processes and activities involved, in one way or another, in business activity. Business Intelligence is, therefore, a complex term that, like an umbrella, integrates what we could call different "intelligence" applied to each of the areas in which they must intervene, some of which have occupied us several times, such as the financial one. Along these lines, today we will deal with a key area for any business organization, customer intelligence , paying special attention to the way in which BI tools intervene in the identification of consumer preferences, and the segmentation of the target audience.
Based on this and other parameters related to the advantages offered by BI. Customer intelligence: Business Intelligence for identifying preferences Every sales force or team pursues an objective that we USA Student Phone Number List could identify as one of its basic goals or second-order objectives: establishing a relationship with the customer , something essential to achieve first-order objectives. However, the commercial strategy of companies rarely defines what type of relationship should be established due, mainly, to the lack of knowledge (total or partial) by the organization of the particular preferences of its consumers. A lack of knowledge that has a very direct impact on the possibilities of growth and expansion of the business , given that: It becomes impossible to carry out a correct segmentation of the target audience to which the company allocates its offer of goods and/or services (ignorance restricts the possibility of offering a product or service more tailored to the needs of each client, with which sales stagnate. far from your ceiling of opportunity ). By not having a properly segmented market, the opportunity to reach pockets of audiences that share similar characteristics (which cannot be identified and, therefore, taken advantage of) is lost.
It becomes evident, then, the close relationship that knowledge of the needs and preferences of the public maintains, with an adequate segmentation of the same and the taking advantage of new opportunities, which makes this knowledge the fundamental key to opening the door to new business scenarios. There is no doubt that there are many BI tools that allow us to expand the horizons of business activity, among which the Balanced Scorecard (BSC ) will play a crucial role by relating data and information relevant to the commercial mission with the strategy. adopted . Furthermore, and part of all this, the CMI can contribute in a very direct and precise way to the provision of knowledge about the public to which a company's offer is directed, thanks to the vision it offers of the organization from the customer's perspective. . A perspective that, supported by data and information, provides objective knowledge about the external image of the business, making visible the different consumer preferences, detecting patterns and continuities in them, and grouping them so that the market is adequately segmented and based on the objectively most relevant confluence vectors . Of course, the role of CMI in customer intelligence is not limited only to those described here partially and briefly; The dashboard is the backbone of Business Intelligence environments , which is why it is also fundamental for any activity or area involved in commercial operations. And although we will talk about all of this in greater depth on future occasions, the reader can get a good idea of these advantages by going to resources such as the Balanced Scorecard guide : list of key elements to have a comprehensive vision of the company , an ebook available at resource section of this blog completely free.