Customer Intelligence vs Market Intelligence


Share on LinkedIn

It’s important to understand how customer intelligence is different from market intelligence. Market intelligence teaches us about a segment or group and discerns how they are similar. Customer intelligence informs us about the individuals who make those buying decisions in that market. As one peruses car counts, per capita statistics, and economic projections, it is helpful to remember the words attributed to Neiman Marcus founder Stanley Marcus: “A market never bought a thing in my sore, but a lot of customers came in and made me a rich man!”

Knowing what customers are really like starts with the recognition that reviewing the results from customer interviews, surveys and focus groups is at best like looking in a rear view mirror. Today’s customers change too rapidly to rely solely on what data reported. Instead it is important to anticipate where your customers are going

Chip Bell
Chip R. Bell is the founder of the Chip Bell Group ( and a renowned keynote speaker and customer loyalty consultant. Dr. Bell has authored several best-selling books including The 9 1/2 Principles of Innovative Service and, with John Patterson, Take Their Breath Away. His newest book, Sprinkles: Creating Awesome Experiences Through Innovative Service, will be released in February.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here