Using BI to attract new clients

The secret to attracting new customers and maintain growth in the current business climate is good business intelligence, explains KPMG’s Rick Hawkins.

Many organisations expend a great deal of effort analysing what they have sold, to whom, where, by whom and under what. However, a much smaller proportion of firms use BI to draw insight from data and truly understand the customer behaviours that are essential for identifying the right prospects to develop into the most profitable clients.

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