Customer intelligence is considered as insights resulting from the application of business analytic techniques to promote value creation in the era of big data. The paper has developed a conceptual framework for a customer intelligence system with the focus on small and medium-sized enterprises (SMEs). The proposed framework aims at supporting enterprises to identify the right types of customer intelligence, to determine the right data sources and business analytics techniques, and to design their customer intelligence system. To demonstrate the application of the conceptual framework, a system architecture of a typical customer intelligence system, called Trivi, is presented.
Le Dinh, Thang; Vu, Thi My Hang; Dam, Nguyen Anh Khoa; and Nguyen, Chan Nam, "Trivi: A Conceptual Framework for Customer Intelligence Systems for Small and Medium-sized Enterprises" (2022). PACIS 2022 Proceedings. 177.
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