CATEGORY > Customer Success Management

What is Customer Intelligence? Why is it important for SaaS Businesses?

9 June, 2024 6 min read
What is Customer Intelligence? Why is it important for SaaS Businesses?


The competition is fierce, and customers demand more, what to do in such a case?

Can Customer Intelligence help? Let's find out!

As Walmart’s founder Sam Walton says, "There is only one boss. The Customer."

And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. So, yes, customers are truly the “real boss’’ and must be handled with great care and enthusiasm.

As customers are the real heads, it’s important to know them well to ensure their optimal satisfaction and long-term loyalty. So, why have we cared to mention CI (Customer Intelligence) and what impact it has on Customer Success?

Read further to get all your answers.

What is Customer Intelligence?

In simple words, Customer Intelligence is the process of gathering consumer data and deriving insights from it.

Consider Customer Intelligence to be an activity of putting together pieces of a puzzle, where the pieces act like your data, such as product usage, number of tickets raised, number of support complaints, etc.

With the aid of every piece of data, you can gain a deeper understanding of your customers and make more informed decisions aimed at satisfying their demands.

It's similar to assembling a puzzle where each component aids in your understanding of your customers' identities and desires as a whole.

Customer Intelligence helps you understand customer behavior. Once you know your customers from the inside out, you start making customer-centric decisions that prove to be good for your business in the long run.

What the Customer Intelligence Market is trying to tell us?

The market of Customer Intelligence is a thriving one, especially in this explosive world of customer data derived from multiple sources.

Customer Intelligence fosters competitive advantage and strategic decision-making across a variety of industries by utilizing cutting-edge technology, prioritizing customization, and navigating data privacy.

Here are some statistics that highlight the dynamic field of Customer Intelligence.

  • By 2028, the size of the global customer intelligence platform market is anticipated to have grown to $8.3 billion, with a compound annual growth rate (CAGR) of 28.1%.
  • Important companies in the Customer Intelligence space include Salesforce Inc., Google LLC, Accenture, Oracle, and IBM Technology.
  • In 2021, the North American market held a leading position in the Global Customer Intelligence Platform Market by Region. This trend is expected to persist until 2028 when the market is expected to reach a valuation of $3 billion. During 2022–2028, the Europe market is showing a CAGR of 27.5%. Moreover, from 2022 to 2028, the Asia Pacific market will have a compound annual growth rate of 28.7%. [Source: KBV Research]

Benefits of Customer Intelligence

Customer Intelligence enables you to connect with your customers by giving you a panoramic view of your customer base. It’s a data-driven strategy that empowers you to understand your customers deeply, from their preferences to their behaviours.

Let’s learn the positives you can expect after deploying Customer Intelligence:

Top 6 benefits of customer intelligence

1. Enhanced Customer Insightfulness

With the help of customer intelligence, you can obtain a deep grasp of your consumers' requirements, goals, and pain points to serve them better.

This gives you the ability to fine tune your offerings - goods, services, and communications to retain the customers and attract potential customers.  

2. Data-Driven Decision Making

When Customer Intelligence comes on board, decisions are no longer based on guesswork or gut feeling.

Instead, you get to play with real data and draw analysis from the same to craft well-informed strategies, leading to more significant and successful business outcomes.

Unleash deep customer insights with ZapScale

3. Boosted Sales Figures

Customer Intelligence  empowers you to identify opportunities for cross-selling, upselling, and targeted marketing campaigns. You may maximize your sales efforts and raise profitability by simply knowing your customers' preferences and behaviors.

4. Optimized Product Development

Good products are true lead magnets. 

You can design products and services that better suit the requirements and preferences of your customers by utilizing the insights obtained by Customer Intelligence.

Making improvements to your product line iteratively will guarantee that it stays competitive and relevant in the market.

5. Greater ROI

With customer intelligence, you can focus your efforts on high-value prospects and customers, which can help you manage resources more effectively. As a result, you optimize the effects of your marketing, sales, and customer success campaigns, which raises your return on investment (ROI).

6. Competitive Edge

It’s needless to mention how competitive and cluttered the market has become today. Staying ahead of the curve in today's competitive market requires having a solid grasp of your customers.

Customer intelligence can accurately predict market trends, spot new business opportunities, and distinguish your brand through customer-centric tactics thereby helping you get an added advantage over your competitors.

How Customer Intelligence enables Customer Success?

As many of us would know, Customer Success guarantees that users of your product attain their intended goals, resulting in sustained satisfaction and loyalty.

Customer Intelligence and Customer Success go hand in hand.

Accessing a world of satisfied, prosperous customers requires the use of Customer Intelligence. Also, Customer Intelligence can be conveniently used to successfully execute a wide range of objectives and activities related to Customer Success.

In other words, Customer Intelligence helps you find potential customers, tailor their experiences, and proactively address issues by evaluating user data. As an outcome, your company receives happier customers.

So, how does Customer Intelligence make Customer Success a piece of cake? Let’s find out below.

How does customer intelligence empower customer success?

1. Tailored CX (Customer Experience)

Promoting customer satisfaction and loyalty requires the power of personalized CX (Customer Experience).

You can effortlessly incorporate insights derived from customer intelligence to perform customer analysis and further improve the overall experiences of your customer base.

2. Better Customer Segmentation

Yes, Customer Intelligence (CI) surely helps you segment your user base better by precise Customer Segmentation.

With a robust IT infrastructure, you can compile all of the important customer data and divide it up into different customer segments.

These divisions can be made according to their behaviors and use cases. After segmentation, you can simply target customers for tech touchpoints and customized messaging.

3. Cutting-Edge Churn Analysis and Prevention

When it comes to analyzing churn and ultimately eliminating it, Customer Intelligence is quite beneficial. With customer intelligence, you will be able to perform a root cause study on each of the lost customers to determine what led them to part ways with your brand.

By studying customer behavior and demands, businesses can execute focused tactics to retain consumers and optimize lifetime value, hence supporting the long-term growth and success of their brands.

4. Upgraded CSM Processes

Since we are talking about Customer Success, how can we not mention CSM aka Customer Success Management?

CSM fosters long-term customer satisfaction and success by offering support, direction, and proactive problem-solving along a customer's journey to ensure they reach their goals with a product or service.

By providing insights into customer behavior, facilitating individualized interactions, anticipating churn threats, and providing ongoing support, customer intelligence improves CSM processes and boosts the overall customer retention rate.

5. Optimized Customer Journey Mapping

Customer Journey maps offer a visual representation of every encounter a customer has with a firm to improve the overall CX (Customer Experience).

Through the analysis of customer data, brands can gain insight into the whole customer journey - from awareness to advocacy.

Additionally, businesses can optimize workflows, eliminate obstacles, and augment the customer experience by charting important touchpoints and pain points along the path.

6. Lifetime Value Maximization

Businesses may discover high-value customers and customize tactics to optimize their lifetime value by evaluating customer intelligence.

They do it in the form of customized offers, maximal support, and proactive relationship management to strengthen bonds and cultivate enduring loyalty.

By concentrating their efforts on keeping and developing these important clients, companies can promote long-term expansion and financial success.

Final Words

To sum up, Customer Intelligence is essential to maintaining customer happiness, loyalty and business expansion. Businesses may boost customer success and gain a competitive edge by utilizing customer intelligence data to personalize experiences, minimize attrition, and optimize every facet of the customer journey.

Unleash deep customer insights with ZapScale


Sonali Chaudhary

Sonali is a social media enthusiast and creative content writer with 3+ years of experience. With a passion for storytelling, Sonali delivers content that inspires, informs, and captivate readers.

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