Customer insight acts as a roadmap for effective decision-making – a big-picture view that helps business leaders steer their organisations in the right direction. It’s not about data alone, but about the way you combine, interpret, analyse, and use information from different sources. By giving you a deeper understanding of customer behaviour, insight can help you set strategic goals that work for your business and your audience.
Effective customer insight comes from multiple data sources and involves various teams, stakeholders and tech solutions. That’s why disconnected data, missing IT capacity and other factors can be barriers to success.
Datamine’s Guide to Customer Insight lays out the data, capacity and technology needed for effective insight, and explains the steps involved with developing an insight framework and implementing solutions.
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Customer insight is an umbrella term for data analysis and projections that help you better understand your customers and adapt the way you work. The key difference from straightforward analysis or data collection is that insight feeds back into your business operations and decision-making.
Data, capacity and technology are three elements that need to be in place for successful customer insight. If your business data isn’t accessible or organised, it may need to be cleaned or consolidated before you can start an insight project. Similarly, some businesses need to increase internal capacity and scope out tech solutions before they can get effective customer insight.
An insight framework helps you align customer insight projects with your wider business goals and lays out the steps you will take to get there. This usually includes roles and responsibilities for your team members.
There are several tech solutions and approaches used to deliver customer insight. The right solution – or set of solutions – for your business will depend on the goals outlined in your insight framework.
Insight solutions include:
Customer insight is a roadmap for your leadership team, helping you steer your business in the right direction. It can also be invaluable for your marketing, operations and purchasing teams, giving you detailed information about sales drivers and customer needs.
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