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Published On: 6th Aug 2026 08:00
In a world where customer expectations are constantly evolving, understanding what drives consumer behaviour is more crucial than ever.
As contact centres compete to deliver personalized experiences, the need for deep, data-driven insights has made customer intelligence a vital asset.
To find out more, we asked Brianna Van Tuinen, Senior Product Marketing Manager at CallMiner, to define customer intelligence.
Watch the video below to hear Brianna give a definition of Customer Intelligence:
With thanks to Brianna Van Tuinen, Senior Product Marketing Manager at CallMiner, for contributing to this video.
Understanding customers is key to delivering better experiences. Businesses collect a range of data to learn more about their customers, from demographics to behaviours and transactions. This is known as Customer Intelligence (CI).
“Customer intelligence is any information an organization collects to better understand its customers. That could be demographic data, geographic data, information about the customer’s attitudes and behaviours, and even transactional data.
It can really be anything to understand the customers.”
Customer intelligence can come from many sources, such as customer channels which provide valuable insights into customer needs, preferences, and expectations.
“We really focus on feedback coming from customer channels, and that’s because customer channels are a treasure trove of information on customers’ needs, desires, and preferences.”
A platform can gather feedback from across all customer touchpoints including calls, chats, chatbots, emails, social media, surveys, forums, reviews, and support tickets.
“The CallMiner platform allows teams to collect and aggregate customer feedback that’s generated across all channels.
So, if you think about the omnichannel experience, it could be calls, chats, chatbots, emails, social media, surveys, forums, reviews, support tickets, you name it.
After collecting that feedback, the platform then can uncover deep insights and intelligence to deliver better customer experiences and outcomes.”
By bringing this data together, businesses gain a clearer picture of customer experiences.
Once collected, this data can uncover patterns and insights that help improve customer interactions. Contact centres can use this intelligence to refine their services, address issues, and enhance the overall customer journey.
Effective use of customer intelligence leads to better decisions and stronger customer relationships.
If you are looking for more great insights from the experts, check out these next:
CallMiner, the leader in CX automation, combines AI agents and human expertise to optimise interactions, cut costs, and boost engagement. Advanced analytics transform conversations into intelligence that drives improvements and automation for global brands.
Find out more about CallMinerAuthor: Robyn Coppell
Reviewed by: Hannah Swankie
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