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 only have a handful of loyal customers.”
“We don’t get many new clients from referrals.”
“We’ve implemented product/service changes and seen no impact on sales.”
“We have no idea what customers want or what they think of our products/services.
“Sales are going down.”
“Our share of the market is shrinking.”
“I just took over the H.R. department and need to know how well we are meeting employees’ needs.”

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