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UK retail chain WHSmith is applying business intelligence to customer relations with demonstrable effect.
Store of goodwill - Part 1 | Part 2
WHSmith operates a nationwide chain of stores in the UK and has a presence on most High Streets. It competes variously with newsagents, book stores, stationers, music shops and in other areas. Customer loyalty is a key consideration.
The organisation has recently overhauled its customer service and is using customer information as a vital source of business information. Using the BusinessObjects business intelligence (BI) solution and Charter customer management solution from Swallow Information Systems, WHSmith has been able to integrate feedback from customers into core business processes, from purchasing and product development to staff training and promotions.
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International Consultants' Guide 2002
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Market Overview