The Customer You Know: Keeping, Leveraging and Profiting From Current Customers With Business Analytics

Overview

This white paper reviews a portion of the research and provides analysis and insights on the topic of business analytics. It is part of a series of white papers for C-level executives intended to facilitate sharing the most important insights from the research. There is no business model that exists without a customer. The primary purpose of any business is to attract - and keep - customers. Regardless of sector, size, or style, the business that underestimates the value of its customer risks forfeiting market share to competitors that are better able to create, retain, and extract value from those who purchase their products or services.