AN EXPLORATORY OF CUSTOMER INTELLIGENCE PROCESS IN MULTINATIONAL ENTERPRISE CASE STUDIES

Abstract

Although customer intelligence (CI) has been greatly explored in multiple angles, the topics were mainly concerned with its associated benefits with market performance. CI practices are primarily studied from firms with advanced technology capability where the majority of the market performers was left unattended. Additionally, provided of its importance in all business sizes, the generation process of CI has been absent. In the advent change of consumer behaviors, the thesis answers the need to systemize the CI generation process from strategic learning and strategic marketing perspective. As an exploratory study, the thesis collectively evaluated the learning tactics from various positions in a CI generation process, complementing each other’s views to form a holistic picture. The other contribution of this thesis is to specify the use of different market sensing techniques in the midst of data noise. Carrying the basic cycle of one business, the thesis carefully maps and highlights the common use of intelligence techniques in NPD and CRM strategy. The main finding of the thesis concluded that CI is a continuous learning process which requires cross-functional collaboration. CI paves the way for consumer insights and shapes business strategy, innovation strategy and communication plan. CRM and CI are inseparable where CRM is the richest source of intelligence. Real-time data from CRM needs to be integrated with traditional researched data to provide a holistic understanding.