Many companies have been working with data, CRM, AI, and marketing automation for years. Systems run reliably, data flows consistently, and reports are generated on a regular basis. And yet, there is often an unspoken sentiment: all of this still doesn’t add up to a complete picture. Customer data is available, but it doesn’t automatically translate into decisions.
This is exactly where our work begins. It views Customer Intelligence not as a technical construct, but as a strategic mindset. Organizations gain clarity when they treat data, organizational design, and decision-making not as separate tasks but as an interconnected system.
The foreword by Prof. Dr. Dr. h.c. mult. Hermann Simon reinforces this perspective in a compelling way. He reminds us that data creates value only when it is used intelligently. With his background in competition, pricing research, and management, he underscores that Customer Intelligence is a leadership responsibility. It influences how companies understand customer value and make decisions—not just the tools they deploy.
A volume featuring 33 outstanding voices from leading companies
The true strength of this anthology lies in the diversity of its contributors. Thirty-three leading experts from companies such as Deutsche Bank, Commerzbank, IKB, TDK, Swissmilk, Dun & Bradstreet, CAS Software, Enercon, ADAC, Acceleraid, Flymint, and many more provide insight into projects where customer data wasn’t merely managed but used to drive value-generating decisions.
They understand the realities of modern data environments. They know how complex the interplay of technology, organizational structures, and customer logic can be. And they speak openly about the challenges that arise in real-world projects: incomplete data, conflicting expectations, missing roles—alongside the moments when everything aligns and impact is created.
These perspectives span banking, B2B sales, industry, category marketing, customer recovery, and AI-enabled processes. This diversity turns the book into a panoramic view of Customer Intelligence in the German-speaking market.
- Amazon: https://www.amazon.de/Customer-Intelligence-Strategien-Nutzung-Kundendaten/dp/3658484624
- Springer Nature: https://link.springer.com/book/10.1007/978-3-658-48463-7
Where Customer Intelligence fails in day-to-day business—and how the book provides direction
Many organizations collect data faster than they gain clarity. New systems are added, processes expand, reports become more complex. But without a unifying framework, decisions remain reactive. Customer Intelligence turns into a task of diligence rather than a value creation discipline.
The book demonstrates how companies can break this pattern. Examples from various industries show why Customer Intelligence cannot succeed as an IT project—it must be understood as a business initiative. They illustrate how obstacles become visible when addressed openly—and how teams make real progress when the right structure is in place.
How CIEF and the Golden Record create clarity
Two components form the core of modern Customer Intelligence: the Customer Intelligence Evolution Framework (CIEF) and the Golden Record.
CIEF translates a often diffuse topic into a clear development logic. It outlines how companies move from goals and accountability to data integration and quality, and ultimately to insights and use cases. This structure creates alignment when different expectations, systems, and roles must come together.
The Golden Record provides the technical and organizational foundation for this development. It ensures that customer data from CRM, ERP, online shops, support systems, or event platforms is not siloed but consolidated consistently. This is the starting point of the following contribution on the Golden Record, which shows how this concept has shaped the MARINI Platform.
From Data Silos to Gold: How Golden Records Lay the Foundation for Your Customer Intelligence
What the use cases reveal—and why they feel familiar to many
The use cases in this anthology are not theoretical constructs—they are real experiences from demanding projects. They show how Customer Intelligence actually takes shape: not through perfect data, but through sound decisions based on what is available.
In banking, for example, Customer Lifetime Value plays a central role. One major bank shares how artificial intelligence (LLMs) supports email processes without violating regulatory requirements. In the B2B environment, it becomes clear how external triggers, internal data, and sales activities interact. Swissmilk illustrates how Customer Intelligence works in category marketing, which has its own unique data requirements.
Many readers will recognize elements of their own daily challenges in these examples—responsibilities, priorities, clarity of objectives. The patterns are similar across industries, which is exactly what makes these use cases so valuable.
Who this volume is written for
This anthology is aimed at professionals responsible for connecting customer data to business impact. This includes leaders in marketing, sales, service, data and analytics, CRM, and CDP roles. They will find a structured approach to Customer Intelligence that integrates technical, organizational, and strategic viewpoints.
Faculty members and students will also benefit from the combination of theoretical framing and practical application. For organizations seeking to professionalize their data foundation or define a clear direction for Customer Intelligence, this book provides a reliable and actionable guide.
Learn more in the expert book Customer Intelligence: Strategies and Use Cases for Utilizing Customer Data by Prof. Dr. Emanuel Bayer and Manuel Marini, published by Springer Gabler.
