Getting to Know Your Customer The key to good analysis is connecting your customers preferences, behaviours and characteristics to your business decisions. To increase the benefits of your efforts you need to know your customers well. Every business has customer data available to use for decision making. Some of it is anonymous, but much of it is associated with specific customers While metrics can give you insights and facts to support your decisions, measuring some things may have a negative impact on your business. Required

a) What kind of measures you should avoid in your business? Give any four.

b) How do you allow your business to match your customers' needs with your products and services? (5 marks)

c) Differentiate between Business Intelligence System with Customer Relationship Management. (6 marks)

d) Elaborate on the factors that an integrated Customer Relationship Management system can provide your business with. (10 marks)