KPI dashboard for Customer Intelligence tasks: application and significance for business

Abstract

The contribution of business is very significant in the economic development of countries, the creation of new jobs, the development of education, the improvement of the environment, and the improvement of the population’s living standards. For enterprises themselves, stable and competitive development and efficient marketing activity are vital, where the significant role is played by customer intelligence (CI). It is determined by the fact that in modern world customer focus and centricity give companies the ability to be more successful and stable on the market. The global digital transformation has provided companies with many opportunities for customizing products and services, which generally increases competitiveness on the one hand, and on the other hand, opens up new opportunities for working with consumers. Based on consumer databases in marketing activities, it is possible to start applying CA. Today, many methods and technologies allow to start using KA to collect and process consumer databases. This article aim is to present the practical approach to Customer Intelligence tasks through the Key Performance Indicators (KPI) dashboard, where the dashboard is the set of KPIs chosen based on CI tasks realizations. Using this panel will allow companies to follow the path of implementing CA with an understanding and evaluation of the effectiveness of using this technique. The systematic use and tracking of results will ultimately affect the stability and viability of companies.