8. Customer Analytics and Insight

In this chapter, we define the analytics and insight CE sub-capability. The common use of terms such as ‘insight’, ‘analytics’ and ‘business intelligence’ makes it important to delineate between each one so that managers have clarity. Most companies have interests in all three, but their differences mean that companies must have a vision and an understanding of each one to be able to implement related resources, processes, and systems effectively. Some companies may choose a basic approach to insight and analytics. In this, they may focus on only data that is readily available through their internal systems and a few other sources. This situation might be the case where the company does not face major competition and chooses to focus on improving the efficiency of its CE approach. Where companies face more competition and where the CE context is complex, companies must invest more in their insight and analytics as these are ways to gain further understanding of the CE context and are the basis for competitive advantage.