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Applied Business Analytics: Integrating Business Process, Big Data, and Advanced Analytics by Nathaniel Lin

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10. Demonstration of Business Analytics Workflows—Analytics CRM

“Spend a lot of time talking to customers face to face. You’d be amazed how many companies don’t listen to their customers.”

—Ross Perot

Although savvy business owners know the importance of listening to their customers, the day when business owners could personally talk with each customer is long gone. “Talking” to customers today can take the form of surveys or focus groups, but such surveys may not be representative of the voices of all the customers, and they are costly and take time to conduct. Focus groups are even more expensive and their results are not easily quantifiable.

In 2001, I was a member of the IBM market intelligence (MI) senior management team. When presented ...

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