How to measure and maximize the ROI of AI-powered customer intelligence

Understanding what customers want while keeping up with business and market changes can feel harder than ever. For large organizations drowning in data, the real challenge is data fragmentation—when information is scattered across teams and systems, making it tough to uncover the insights that actually matter. That’s where an AI-powered customer intelligence platform makes all the difference. It brings all your customer data together in one place, automates tedious processes, and empowers everyone across the entire organization to uncover patterns, anticipate trends, and strategize based on deep customer understanding.

But understanding your customers is only the beginning—how can you tie customer understanding to real business impact?

To better understand how teams address this challenge, we surveyed 192 Dovetail users across design, research, and product. The findings reveal how centralizing insights leads to faster, more confident decisions and stronger business outcomes.

To learn more, download our free white paper, ROI of AI-powered insights: Save time, reduce risk, build better. 

What is a customer intelligence platform?

A customer intelligence platform is a centralized system designed to handle a vast array of customer data, converting these data points into comprehensive insights that inform decision-making across an organization.

What are the benefits of a customer intelligence platform?

A customer intelligence platform can help organizations address customer needs, innovate faster, and stay ahead of the competition. It’s not just about collecting data—it’s about turning that data into real insights that help you understand your customers and make smarter decisions. Here’s how the right platform can deliver real ROI based on the findings* from our survey:

1. Improved user experience (UX): By leveraging customer insights, 94% of companies reported enhancements in their product UX, driving higher customer satisfaction and loyalty. 

2. Streamlined product development: 89% of businesses found that their customer intelligence platform prevents misguided resource allocation by focusing on the right product developments. 

3. Discovery of new revenue streams: By centralizing insights, 68% of organizations discovered new avenues for revenue generation, effectively fueling business growth. 

4. Accelerated time-to-market: With 66% of companies reporting faster product development cycles, organizations can respond more swiftly to market demands, thus maintaining a competitive edge.

*All respondents use Dovetail as their customer intelligence platform.

How can you measure the ROI of customer intelligence?

Measuring the ROI of your customer intelligence starts with tracking the right KPIs. Organizations can focus on metrics like customer acquisition costs, retention rates, lifetime value, and customer satisfaction. These numbers help you understand how your strategies are driving growth and improving customer satisfaction.

• Save time, work smarter: Track how much time your team is saving on gathering, synthesizing, and reporting on customer insights. With streamlined processes and better tools, you’ll free up resources to focus on what really matters. 

• Improve customer satisfaction: Use metrics like CSAT and NPS to stay on top of how customers feel about your brand and products. Spot trends, find opportunities, and keep raising the bar for customer satisfaction. 

• Boost conversions: See how insights-driven strategies improve conversion rates. Data-backed decisions and targeted actions mean better customer acquisition and retention. 

• Reduce churn: Keep an eye on churn rates and take action to address the reasons customers are churning.

Ultimately, the right customer intelligence platform will simplify the process of measuring ROI by helping you to understand performance across a range of metrics.

What should you look for in a customer intelligence platform?

Choosing the right customer intelligence platform can make all the difference when it comes to driving better business decisions and getting real ROI. Here’s what to look for: 

• Ease-of-use—A tool that makes data easy to understand and actionable for everyone on your team—no technical know-how required.

• The power to analyze large amounts of complex data—An AI-native customer intelligence platform like Dovetail seamlessly processes large volumes of customer feedback. It interprets nuanced data effectively, providing clear, actionable insights that empower you to strategize with confidence.

• Seamless integration with your existing tools to keep workflows smooth and hassle-free. 

• Centralized access to insights to bring teams together, foster collaboration, and keep everyone on the same page. 

• Strong data security and compliance to protect customer information and build trust.

• Scalability to adapt and grow with your company, as your needs and scope expand.

How can you drive ROI with Dovetail?

Dovetail’s AI-native platform revolutionizes how organizations handle qualitative data by automating complex workflows, driving faster insight discovery, and accelerating decision-making, allowing teams to respond swiftly to evolving customer needs. By breaking down data silos and streamlining workflows, Dovetail empowers teams to work more efficiently while embedding a customer-centric focus across the organization. The result? Enhanced operational efficiencies, improved collaboration, and a stronger connection with your customers.

In an increasingly competitive market, leveraging customer intelligence effectively gives businesses a significant edge, enabling them to anticipate market shifts, cater to customer expectations, and innovate with confidence.

Connect with our sales team for a comprehensive demo of Dovetail. Prefer to explore on your own? Check out our enterprise resources or download our free ROI of AI-powered insights whitepaper.