Customer Relationship Intelligence (CRI) – an approach that is trying to quantify and organize customer understanding and apply this understanding to improve business results. The objective is to build customer insight into product/process/service improvement (avoid pursuing improvements that won’t be valuable for customers, and concentrate on the improvements that will be).
“Your most valuable customers want a relationship with you…” because it matters for their company (their infrastructure, etc.)
CMO Council observed a shift from traditional metrics to “customer efforts” measurement. (Customer efforts include all activities related to purchasing, installing and using the product).
Example: a group of engineers went to the customer location to install the product. After they came back, a new requirement was added for product development to limit time required for installation.
“Customers do not quite care about being delighted,” but they will be happy if you “fix staff” and it will be easier to work with you.
“Customer Relationship Intelligence brings a fresh, new perspective to sales and marketing: new relationship metrics and a breakthrough, actionable framework for real-time management, tied to profit. It is about teamwork and collaboration. It is about executing strategy. It is about retention, profit, and competitive advantage.”