For most businesses the most compelling application of business intelligence is the 360-degree view of the customer--in other words, a comprehensive record of every transaction made through customer-facing processes. The 360-degree view is particularly potent if causal dimensions can be attached to these transactions. In its purest form, a causal dimension explains what the customer was experiencing at the moment of the transaction or as a result of the transaction. Obviously that is difficult to measure! Since we can't peer into the customer's head, we do the next best thing by collecting as many measures of customer satisfaction as we can. A good marketing analyst will be quite satisfied to know what satisfies, or doesn't satisfy, the customer.
Source: Intelligent Enterprise, http://www.intelligententerprise.com