In addition, these companies are experimenting with predictive methods for anticipating customers' behavior, and they are evolving customer insight (CI) functions that can provide more relevant recommendations and ongoing execution support.

Integrating a CI function into a company's core processes and decision making has proved to be extremely difficult. Our research has found that most companies struggle to make CI more than just a traditional market research operation. Those that succeed in elevating CI to a strategic position do so only with the commitment of their top executives.

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