1. Customer Intelligence
&
Satisfaction Analytics
Petr Stetka

2. Customer is the heart of a business
and his needs are our key drivers.
And it is not the customer’s job
to know what they want.

3. Customer Intelligence (CI)?
• Customer Intelligence provides a detailed
understanding of the experience customers have in
interacting with a brand and site
• Customer Intelligence means understanding a
customer as a human and listening to his needs as a
way to create growth in Revenue & NOI
• By Customer Intelligence, we understand as a
customer everybody who interacted with a company
in any way
• Customer Intelligence is used for effective customer
relationship and support of strategic decision making
• Customer Intelligence optimizes the overall customer
journey and increasing the possibility customer will
recommend company to other potential customers
•What is it
•What is it
•Target
•Benefits
•Benefits

4. Satisfaction Analytics (SA)?
• Satisfaction Analytics is driven by an index called Satisfaction Factor explaining impact of
Satisfaction KPI’s on Behaviour KPI’s (Purchase Intent, Retention, Loyalty, Word Of Mouth…)
• Satisfaction Factor is one of the key indexes in Customer Intelligence and one of the most
important KPI’s
• Satisfaction Analytics provides answer to questions:
SA
How are
we
doing
What
should
we do
Why
should
we do it
How well
does the
business
meet
customer’s
need

5. Benefits of using CI & SA in business processes
•Provide actionable insights
•Predict impact of change
on satisfaction and
behaviour, ROI based
prioritization
•Compare against
competitors, best-in-class,
ourselves over time
•Compare customer
experience across audience
segments
•Diagnose strength,
weaknesses and
opportunities
•Measure the current
satisfaction and the key
drivers we’ve observed
understanding players
pattern in behaviour and
projecting impact on future
behaviours
Measure
Effectiveness
and Success
Understanding
our Customers
Value and
support change
agents
Benchmark
Performance

6. CI & SA Business Inputs
• Income, Pre-purchase
and Purchase
Behaviour, Age,
Gender, Lifestyle,
Education, Role,
Interests
• Geography, Industry,
Regulatory, Title,
Channel, Revenue,
Climate, Profession
• Product, Brand
Awareness, Time, Title,
Industry, Revenue,
Geography,
Profitability
• Email, Events, Affiliate,
Marketing, SEO, SEM,
Social, Media, Online
Content, Mobile,
Offline, Click Tracking,
Mouse Movements
1. Interaction 2. Penetration
3. Profiling4. Segmentation
• Better Customer Relationship
• Increased NOI
• Improved Customer journeys
• Increased Conversions
• Increased ROI

7. CI & SA Outputs
Pre-Purchase
Outputs
Engagement
Brand
Awareness
Landing
Pages CTR
Conversion
to
Registration
Time on Site
Social
Sharing
Purchase
Outputs
Increased
CAST
Enhanced
Services
Improved
Products
Better
Value
Proposition
Operations
Efficiency
Customer
Retention
Satisfied Customers
&
Sustainable Growth in Financials
Player acquisition Player development

8. Who has the best business implementation and
is the best example why should be CI and SA
critical part of business?

9. Thanks for reading
Petr Stetka
Sources:
• www.foresee.com
• Steve Job – “And it is not the customer’s job to know what they want.”
• www.amazon.com
• http://www.slideshare.net/Extraprise1/customer-intelligence-infographic?from_search=8
• http://blogs.wsj.com/corporate-intelligence/2012/12/27/for-happy-online-customers-amazon-remains-king/