Action of defining, gathering, analysing, and distributing intelligence about client vis-a-vis competition’s products, pricing, services, customers, competitors, and any aspect of the environment needed to support executives to improve their services, fine-tune their current offerings and make them in line with the best practices in the industry, thereby enabling them to:

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• Acquire competition customers (by making relevant offerings)

• Increase share among existing customers (through cross and up-selling) and

• Launching new competitive offerings

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