Who needs Customer Intelligence (CEM) and why?

EVERY corporation needs to have a CEM strategy in place. As one industry expert put it, “As long as repeat business is important, and as long as customers have a chance to go somewhere else, corporations must deliver high levels of satisfaction for a company to be successful.” (Claus Fornell, University of Michigan, Rose School of Business.) A well-executed CEM program will give every brand the ability to a) retain customers, b) increase financial metrics, and c) build brand equity.