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Editor's Note: Listen to the podcast here!

Jessica Ann Mola (ebizQ): Before the podcast started, we had discussed a little bit about a term that you used, "customer intelligence." What exactly is customer intelligence?

Borge Hald, Medallia: Well, it's interesting. I don't think it's very sharply defined to be honest with you, right. I mean I think that you talk to people and I think that they will have their own definition. It's one of these -- I think it's an emerging term in many ways. So I think that we're still defining it. I mean that if I give you the answer right now, I really think its -- if you think of BI, BI is really about -- it's really applications and technologies for sort of gathering, storing, analyzing and providing access to the business users for them to make better decisions. And I think customer intelligence the way that I see it really is BI focused on the customer.

Clearly, the main, like a big difference, is the type of information. I think customer intelligence has to have a lot of customer experience data in there so things like satisfaction scores, net promoters scores, loyalty segmentation, things like that but it's also going to have more traditional things like sales data, demographics segment data, usage, these kind of things. But I really think right now its pretty reasonable think of it as analytics done on customer specific data. Does that resonate with you Jessica?

JAM: It does. That makes sense to me.

BH: So one of the things that I seek is it's kind of interesting and I don't know if you saw this but it's interesting why its emerging now and I was just reading this article on HBR where they talked about this millennium's management ideas and its interesting. I think trend number three they talked about there is called "the customer chorus" and they're pointing out that there's a range of sort of technical and social development where it sort of drives the customer voice to a completely new level in terms of importance because they've mentioned things like how Amazon's kind of rating systems. I can add of course things like Yelp and TripAdvisor. All of these things make the customer voice a lot more important and I think there's a general need for companies to -- like I think companies in some ways have seen themselves more as a logistics operation -- where we kind of take our raw materials, we push it out and kind of those that want it can come here and get it. And I think that there's a bit of a shift there where companies are getting more interested and really getting that relationship with the end customer and it's a real shift. And as that happens, you sort of really need tools to analyze that area and you need tools to actually act on those as well. And I think that kind of explains an increase in interest in this particular area.


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