Typical Applications
Signs that your organization could benefit from customer insight:
- “We’re losing lots of customers… and are having to acquire lots of new ones.”
- “We need to know which marketing messages work best.”
- “We’re not sure what features are most valuable to our target market.”
- “We have no idea what customers want or what they think of our products/services.”
- “Our share of the market is shrinking.”
There are many situations where customer insight can be helpful in daily business decisions. Some examples:
- Monitoring customer loyalty
- Monitoring loyalty metrics such as Net Promoter Score
- Gathering detailed input on what your customers’ perceptions are and what improvements they suggest
- New product development
- Identifying what products to invest in
- Prioritizing product features
- Product marketing
- Testing positioning, product names, pricing, target market
- Portfolio/product management
- Determining priorities for product revisions/enhancements
- Professional services
- Identifying what services to provide
- Getting detailed input on customer satisfaction
- Technical support/customer support
- Getting detailed input on quality of service
- Sales support
- Getting input from salespeople on what tools/support they need
- Human resources
- Getting feedback from employees(internal customers) re: what benefits, services are most important to them and an evaluation of how well their needs are being met
- Collecting employee satisfaction data
See the following issues papers for more information about how customer insight can help your organization:
In Search of Product Success (PDF file)
In Search of Customer Loyalty (PDF file)

