We hear a lot about customer centricity and customer obsession. And the importance of having one consolidated view of your customers. How many businesses that you patronize really understand your needs, wants, likes and dislikes as they relate to their product and service? Are you given the opportunity to provide information that would better inform their picture of you? Are your complaints, accolades, requests heeded? Collection of data--- useful, relevant data is the start. Customer Intelligence can provide the insights that make what we know about customers more actionable. Developing programs that enrich customers' engagement with a company that provides valued products and services can cement the relationship and dimensionally enhance lifetime value.