Customer Intelligence

Catalog description

Marketing departments are beginning to organize around the customer as opposed to the brand, product or channel to create more accountability of their programs and to be a true steward of the customer relationship. These marketers recognize the growing power of customers in shaping interactions with them, and the necessity of creating value for their customers . To meet this challenge marketers, require a better understanding of customer interactions. This can now be accomplished by tapping into information on customers' actions, sentiments, experiences, and communications with the firm and others in emerging social networks. This course examines how customer Interactions can and should be captured, measured and leveraged. This case-based course helps the marketing, CRM and Analytics practitioner develop existing and transformational skills and competencies required to compete in a more customer-centric digital age. A strategic intelligence framework will link competencies in customer insights, advanced analytics, artificial intelligence, scenario planning, digital and social media, business intelligence and experimentation together to drive greater and more Omni-Channel dialogue and relevant experience for the customer.