Abstract:

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.