Customer Intelligence

In an increasingly data-driven business world, companies face the challenge of not only capturing customer data but using it strategically. Customer Intelligence combines data competence with entrepreneurial thinking to create use cases that deliver real value for customers, businesses, and society. This edited volume brings together experts from practice and academia, offering comprehensive insights into Customer Intelligence. Topics include AI-supported transaction analysis, hyper-personalized customer journeys, and event-based loyalty management. Current developments in marketing automation, data-driven trade fairs, and the use of Large Language Models (LLMs) are also explored. Numerous use cases - such as CLV-based portfolio management at a major bank or CRM integration in B2B sales - show that Customer Intelligence is more than theory; it enables actionable measures in marketing, sales, and service. A common thread: technology alone is not enough. Sustainable customer loyalty and economic success require the interplay of data analysis, human empathy, and structured processes. The book also addresses strategic and organizational prerequisites. This anthology targets professionals and executives in marketing and sales, as well as lecturers, researchers, and students seeking to design future-oriented business models with customer data. It invites readers to challenge existing processes and uncover new potential. The Editors Prof. Dr. Emanuel Bayer is Professor and Academic Program Director for Business Administration - Marketing Management at Baden-Wuerttemberg Cooperative State University Mannheim. His teaching and research focus on Customer Intelligence and Marketing Analytics. Manuel Marini , Founder & CEO of Marini Systems, combines sales, data analytics, and AI. His MARINI platform (CDP) optimizes data processes for DAX corporations worldwide. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.