Topic:Customer Intelligence

Catalog description

Marketing departments are beginning to organize around the customer as opposed to the brand, product, or channel in order to create more accountability of their programs and to be seen as 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 customers 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 and leveraged. This case-based course helps the marketing 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 insights, advanced analytics, scenario planning, digital and social media, business intelligence and experimentation together to drive together and more relevant dialogue with the customer.