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Data & Intelligence

Customer intelligence: one view of each customer, and what it suggests

What you know about a customer is spread across the jobs they've booked, the invoices they've paid, the calls they've made and the messages they've opened. Customer intelligence puts it on one timeline, computes the few attributes that matter, such as equipment age, value and plan status, and groups customers by what they're likely to need next. Your team decides what to do with it. We build it on your own job, invoice and message history.
Talk through your customersSee the segments ↓
C-1042 · D.R. · 9 Elm St2017water heater installedjobs2021furnace tune-upjobs2023invoice paid 41 dayslateaccounting2024call: noisy furnacecalls20255★ reviewreviews2026plan email openedtwiceemailComputedWater heater age9 yearsLifetime revenue$6,240PlannonePaymentson time, one latereplacement candidate · no planSuggested nextoffer a plan at the next visit

The customer is in five systems, in pieces

The technician knows the water heater is old. Accounting knows about the late payment. The marketing tool knows they opened the plan email twice. Nobody sees all of it at once, so the obvious next step, a plan before the heater fails, depends on someone happening to connect the pieces.

Customer intelligence connects them. Every event lands on one timeline, a handful of attributes are computed the same way for everyone, and customers are grouped by what they're likely to need, so your team can act on the whole picture.

Today, and with customer intelligence

Today

  1. 01Jobs, invoices, calls and emails sit in separate tools.
  2. 02“What do we know about this customer?” means opening four screens.
  3. 03Lists for campaigns are pulled by hand, with different rules each time.
  4. 04A customer with an open complaint still gets the marketing email.

The best opportunities are visible only to whoever happens to look in the right place.

With customer intelligence

  1. 01One timeline per customer, from every system.
  2. 02Equipment age, value, plan status and open issues computed the same way for everyone.
  3. 03Segments refresh every morning, with the reason each customer is in them.
  4. 04Anyone with an open issue is held from marketing until it's resolved.

The whole customer, in one place, for the people who serve them.

The attributes that matter

Not hundreds of fields. A few, each computed one way, each with a use.
Equipment ageInstall jobs and nameplate photosReplacement timing
Lifetime revenuePaid invoices, net of creditsPriority and plan offers
Plan statusService agreementsRenewals and visit planning
Last contactCalls, emails and visitsNot contacting people too often
Open issueSupport requests not yet resolvedHolding marketing until it's fixed

Segments people can act on

Each segment says why every customer is in it. What happens next is your team's call.
customerwhysuggested
C-1042 D.R.water heater 9 yrs, no planoffer a plan at the next visit
C-0877 K.T.furnace 16 yrs, two repairs this yearreplacement quote
C-1130 B.N.water heater 11 yrscheck at the spring tune-up
+ 24 more this morning

Rules for using it

  1. 01

    Consent first

    Only who agreed

    Segments for marketing include only customers who agreed to hear from you.

    service messages quietly used for marketing.

  2. 02

    Who sees what

    By role

    Technicians see equipment and history; payment details stay with the office and finance.

    one view everyone can see in full.

  3. 03

    Fresh, or marked

    Every morning

    Attributes recompute daily, and each shows when it was last updated.

    a segment built once and used for months.

  4. 04

    People decide

    Suggestions, not sends

    A segment suggests; a person chooses whether to call, offer or wait.

    suggestions wired straight to a send.

The parts it's built from

Each part is built and tested on its own, so you can start with one and add the rest.

  1. Collect

    Data Ingestion

    Jobs, invoices, calls, reviews and email events.

  2. Unify

    Data Transformation

    Every event attached to the right customer.

  3. Compute

    Data Modeling

    • unified events
    • attribute definitions
    • segment rules

    missing data → attribute shown as unknown, never guessed

Underneath every stepData Quality & ValidationChecks that keep a bad load out of every profile.

What changes from one business to the next

SourcesWhich systems feed the timeline
AttributesWhich few you compute, and how
SegmentsThe groups your team works from, and their rules
Where it showsInside the CRM, a customer page, or daily lists for each team

A common starting point is PostgreSQL for the unified model, dbt for attributes and segments, and a customer page in your CRM or a small internal tool. These are starting candidates, not requirements.

Is customer intelligence the right system?

Good fit

  • Customers buy from you again: service, renewals, replacements.
  • What you know about them is spread across several tools.
  • Someone will work the segments.

Avoid when

  • Most customers buy once.
  • Customer records aren't matched across systems yet. Start with data unification.

How we'd approach it

Most of the early work is choosing the sources, the few attributes that matter and the segments your team would act on.

  1. 01

    Understand

    As much as the problem needs

    We map how the work runs today: who does what, which systems hold the records, and where it breaks.

  2. 02

    Design

    Decided before it's built

    Ownership, rules, integrations and exceptions, agreed with you and written down with acceptance criteria.

  3. 03

    Build

    Connected to what you use

    We build the scoped system, connect it to the tools you already run, and test it on the cases that matter.

Related systems

The capabilities underneath

Questions about customer intelligence

Is this a CDP?

It does the same job for a service business: one view of each customer and segments built from it, without an enterprise platform.

Does it send messages?

No. It decides who's in which segment and why. Sending is done by your messaging tools, under their own rules and consent checks.

Can technicians see it?

The parts that help on a visit, like equipment and history. Payment details stay with the office.

How current is it?

Attributes and segments refresh every morning, and each shows when it was last updated.

Know which customers need you next

Tell us what you know about customers today and where it lives. We'll show you what one timeline per customer would make possible.

Start a project