There are two primary areas where business intelligence plays a significant role helping a company be more effective. Internally, it is important for managers to have a reporting infrastructure to help them determine the efficiency of their operations. Key Performance Indicators (KPIs) can be tracked with a robust Business Information deployment. Externally, it is important for companies to consider their customers' reporting needs. By providing their customers with the ability to access information regarding contracts, service agreements, billing, and call efficiency, companies are able to provide enhanced customer service. This improved service can assist in retaining their customer base and ultimately, increase revenues.