Leveraging Machine Learning on Customer Intelligence Data
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A key area that SAPinsiders highlight as one of the top business challenges: evolving customer expectations and demand. This has emerged as a top business driver in many of our research reports, including the most recent report, SAPinsider Process Automation and SAP S/4HANA. To meet the rapidly evolving customer expectation and demands, organizations need to understand their customer better, and this is where customer intelligence (CI) comes into play. In simple terms, CI is all about gathering and analyzing customer data to understand your customers better. Considering the increased focus in this area, we have a research report focused on CI scheduled to be published in Dec 2022. This article discusses the advantages of building CI capabilities and explores the key elements required to build this capability. But as with every other capability that incorporates “intelligence”, analytics also plays a big role in the customer intelligence area. Many CI tools already leverage advanced ML-based algorithms. Even if the tool you use does not leverage ML algorithms, you can build customized Machine Learning (ML) algorithms that leverage your customer intelligence data inexpensively using open source tools. In this article, we share some areas where ML algorithms leverage, or can leverage, data from CI tools.
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