1. Our company has a customer intelligence strategy.

2. The customer intelligence strategy is well communicated to the entire organization.

3. We have a complete view of all of our customers’ activities.

4. Our customer base is segmented according to their lifetime value or profitability.

5. I can clearly articulate the difference between our key customer groups in terms of their demographics, preferences, behavior, or transaction value

6. We have a clearly defined process in place for making customer acquisition and retention investment decisions within the organization.

7. All customer revenue decisions at our company support our marketing goals and objectives.

8. Staff performance incentives are in line with the customer strategy.

9. We have a customer survey or feedback mechanism to capture customer preferences about our products/pricing/service delivery

10. We have profiles or models of our customers based on their demographics and behaviors

11. Primarily, we use price promotions or contests to meet short-term objectives (for example, reducing excess inventory; encouraging trial of new products)

12. We can measure the cost of promotional or service incentives for each customer

13. I know which e-lists, discussion groups, chat rooms, forums, blogs and social networks my customers frequent

14. I know the reasons and amount of time my customers spend on my company web site

15. I know how long it takes my customers to make a decision to purchase my product

16. We frequently find new customer data that ends up not being used to drive new insights

17. We have a centralized customer database that is accessible by all marketing, sales and operations teams

18. Our customer information is highly accurate, very recent and we feel and we have very good quality data

19. We utilize external data to enhance the customer data we have internally

20. We have insights on our customers potential future behavior (i.e. likeliness to leave to competitor, next purchase timing, most likely up sell product, price point sensitivity)

21. We actively measure customers' reactions to product and pricing changes through market research.

22. We use information on customer profiles and price value to identify target markets and/or customers.

23. Customer targeting decisions are consistent across the organization

24. Marketing teams and sales teams have access to a central set of customer data – they use the same information on customers to drive sales as to drive marketing decisions

25. We have many separate customer databases

26. We analyze the success of customer targeting approaches in terms beyond just sales (i.e. increases and decreases in cross sell, churn, acquisition, referral).

27. Our customer strategy is consistent with our operating strategy.

28. Our sales strategy is aligned with our customer strategy.

29. We vary our prices by customer segment to reflect different customer profiles and price sensitivity.

30. When reporting on customer activity, we often get reports with different results (i.e. two people run the same report and get different results).

31. We have good systems and tools for creating reports that tell us clear and actionable information.

32. Our company integrates information from all customer access points (e.g. web site, retail stores, research, external lists, social media) into a centralized customer database.

33. We have resources dedicated to customer intelligence management (e.g. data/business analysts).

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