The Difference between Business Intelligence and Customer Intelligence - SmartKarrot l Customer Success Software
Episode 3 1:46 May 18, 2021
The Difference between Business Intelligence and Customer Intelligence

In this Episode

In contrast to business intelligence, which is inward facing, customer intelligence centers on customer value. This influences how you structure your data, reporting, dashboards, and even teams.


What is the difference between business intelligence and customer intelligence?

Yeah, so there’s lot of ways to address this. I think, firstly, Rick, it’s a philosophical difference. The moment you say business intelligence, it has been rather mostly used for internal benefits and internal requirements. How is my business doing.. you know how.. If i’m doing a sentiment analysis I’m changing this around how is my sales impacted. You know if my NPS goes to a certain score, what is my correlation with my shareholder value? Those are all drivers we have seen in the last decade or so in business intelligence, inward facing.

Customer intelligence is just flips it around. you’re saying now the customer is in the center.. all intelligence nuggets are around the customer.. its not around your business.. and its a big big change because how you structure your data, even you know how you structure your reporting and your dashboards are very very different in a customer intelligence context. And how you structure your teams, right. So that’s that journey we were seeing.. that from business intelligence has its value we all do it we have to do it for running our own business. But when you talk of customer intelligence, it is all of these data and intelligence and nuggets for customer value.

See I think that’s a really important point.

Modern, Intelligent
Customer Success Platform

Deliver Customer Outcomes at Scale

Book a Demo

Our Guests

Rick Adams

Vrushali is a passionate and accomplished professional with expertise in digital marketing. She has a proven track record of driving successful outcomes for businesses. Vrushali loves traveling and exploring new places.

Meet the Host

Prithwi Dasgupta

Co-founder, SmartKarrot

Join Prithwi Dasgupta in his pursuit of Customer Success for All as he tracks the paths of trailblazers and unlocks founder insights. The Customer Success Intelligence Podcast is meant to spark conversation and ignite the CS community.

Follow along and share your thoughts.

Don't miss an episode!

Get notified of new episodes of The Customer Success Intelligence Podcast

    If you're customer-
    obsessed, let's talk.

    Recent Episodes (56 Episodes)


    Guy Galon

    Customer Success Executive, Author and Advisor

    Episode 56


    February 29, 2024


    Jolyn Isabelo

    Head of Onboarding & Scaled Success APAC

    Episode 55


    February 23, 2024


    Nainesh Poojary

    Head of Customer Success - APAC

    Episode 54


    February 22, 2024


    Shivani Chaturvedi


    Shivani Chaturvedi


    Sunil Mehta

    Managing Director

    Resources & Insights

    Intelligent Customer Success Podcast Intelligent Customer Success Podcast

    Customer Success Intelligence Podcast

    In Episode 26, our CEO chats with Irit Eizips about the evolution of AI-Powered Customer Success.

    Customer Success Blog

    Articles & Blog

    Current insights, resources, inspiration, and ideas that will help take your Customer Success team to the next level.

    Customer Success Survey

    Customer Success Surveys

    We survey CS Teams from all over the world to get their feedback on current industry trends and what they see for the future of CS.

    Take SmartKarrot for a spin

    See how SmartKarrot can help you deliver
    winning customer outcomes at scale.

    Book a Demo