The proliferation of digital technologies enhances the possibilities for collecting customer data. This has tremendously increased the interest in the use of business intelligence and analytics (BIA however, they are still unsure about the exact action possibilities of BI&A to enhance their customer orientation. Thus, in this paper, we aim to identify the functional affordances of BI&A with regard to the establishment of customer-oriented work practices. We conducted an interpretive single case study of a bank in Switzerland. Our results reveal seven affordances from the firm’s perspective. These findings enable us to explain how BI&A may be used in the case-study organisation and what its potential outcomes are. Moreover, we highlight the contributions of BI&A to a firm’s customer response and customer orientation capabilities.