The five customer insight basics to drive engagement

Posted by William Beresford in Customer intelligence on Fri, 05/02/2010 - 05:30

Many businesses have brought into the idea that they have access to a great source of intelligence about their customers that they can use to support their business planning and decision making. Understanding who your customers are, what their needs are and how your business can meet these is the obvious way to increase your chances of success.

More so than ever, this has become critical as consumers move away from traditional marketing models and chose to engage with brands on their own terms. As the reach of new media channels expands, knowing what is going to capture your customer’s imagination and being able to act on this on their terms, makes this knowledge even more important.
Despite this, many businesses still struggle to get to grips with how to make this work and to realise value from their investments in customer insight.
This article looks at how businesses should be thinking about customer insight and how they use it to engage their customers to deliver value. Specifically it answers the following two questions:
1.       What is the base level of requirements a business should have in customer insight?
2.       What are the five principles that an organisation needs to consider to successfully land insight in their organisation so that they can profitably engage with their customers?
What are the base level requirements for customer insight?
This is the easiest part of the answer and starts with the fundamentals.

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