A business can set its path to failure when it begins making assumptions about knowing what the customers think. It is imperative to note that the needs, expectations, and experiences of customers are dynamic and thus the business needs to keep track of them. Gaining customer insights involves checking and discussing, on a regular basis, essential factors that would improve the experience of the customer in a way that best delights them.
One of the strategies that could be employed in gaining customer insights is monitoring the activities of the customer. Hartert illustrated that it is the role of the marketers to review customer information by utilizing measuring tools in the form of primary and secondary data. Primary data include figures dealing with total sales or revenue generated while secondary data include geographic locations, purchase volume, and type of customer among others. Alternatively, the marketers can ask for feedback from their customers in several ways including the use of surveys which could be used to assess the customers’ favorability. Interviews and questionnaires could also be used to gain valuable information on the preferences of the consumer.
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According to Lemon et al. (2017), assessing the customer behavior is another viable way of gaining their insight. It could involve watching how the consumers buy the product and paying close attention to their approach, how they make decisions and also understand their frame of mind (70-71). It is also vital to observe their tendencies while buying such as if they ask questions or if they simply buy and go. An example of a company that utilizes gaining customer insight strategy is AT&T Inc. when one calls a representative to find a solution to a problem; they are asked to participate in a short survey containing five questions on customer service experience. Apple recent move to the social media platforms focuses on understanding the customer experience.
- Hartert S. ‘’five ways to gain customer insight: A guide for marketers.’’ Marketingprofs (2017) https://www.marketingprofs.com/articles/2017/31629/five-ways-to-gain-customer-insight-a-guide-for-marketers
- Lemon, Katherine N., and Peter C. Verhoef. “Understanding customer experience throughout the customer journey.” Journal of Marketing 80.6 (2016): 69-96.
