Where do you get your customer insight?

One of the first things I do when working with a new client is get under the skin of who their customers are. Using a combination of the sources below to get customer insight helps me to get a comprehensive understanding of customer behaviour and preferences to help create a more tailored CRM Strategy.

Sources of customer insight

Internal sources

• Transactional & behavioural data: Spending patterns and preferences. How are they engaging with the business?

• Email engagement: Open, click-through, and conversion rates, not forgetting opt out rates! Also, what type of content they’re engaging with.

• Anecdotal feedback from customer services: Always useful to hear from the people speaking to customers daily.

• Customer surveys & polls: Super useful to get direct customer feedback/opinion.

External

• Qualitative research: Helps to uncover customer motivations.

• Industry insight: Always helpful to stay on top of what’s happening in the industry, competitors and anything that might have an influence on customer behaviour

• Customer reviews: Real-life experiences and feedback!

• Social listening: How are customers are engaging with the business’ social content and related conversations in other channels.

How do you get to know your customers? Need to get a better understanding of your customers? Get in touch!

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