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The point of interaction where a customer and a business meets is a crucial point. If a business is prepared in advance and knows what is to be done, then it can go along way in wining customer satisfaction and gaining loyalty for years to come. This is important at every point of interaction and relates directly to Business Intelligence (BI). But to get this correct every time, businesses require the most up to date information from which to act. The front line of the consumer products and services world requires businesses to set up the right environment, figuring out the right offer and making the right pitch. For this, it is important to understanding the customer well to ensure that everything goes right at the point of interaction. After all, it is this point of interaction where one can make an impression and hopefully a sale. It is also the point that sees the convergence of operational and analytical processes for a business. This paper also discusses the importance of business intelligence in the real-time world. As per the paper, the ideal operational BI system is the one that focuses on influencing the interaction with a customer with the aim to provide benefit to both the customer and business.
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