Tips for Using Customer Insights for Customer &

Market Research

Introduction

• Customer insight can be used to inform strategy and policy, to allocate resources, to manage performance, to market services, to change behaviors and to inform service design. • It is more than just raw data or research. • It provides understanding that leads to marketing on a more direct and personal level. • Careful research and analysis have revealed ways of getting a glimpse into the customer’s mind and understanding what it is exactly that they want.

Tips to Use Customer Insights

Developing a Market Research PlanUnderstanding Customer BehaviorGetting Insight into the CustomerUse Empathy InterviewsObserving your customers in their “natural environment”Attending trade shows and eventsTake at a look at how customers react to your productGauging the competitionUnderstanding the difference between customer insight and customer researchUsing customer insight to your advantage

Develop a Market Research Plan

• It’s important to develop a sound market research plan. • Market research, literally, is the research of the market. • You would have to prepare data based on the current market trends, understand what the market needs at present and then analyze the data you obtain. • Based on this data which has to be verified, you can come up with a splendid market research plan.

Understanding Customer Behavior

• You must understand that there is always a pattern. • If the data acquired from cloud based call center solutions are anything to go by, you’ll see that there is always an underlying pattern behind customer behavior. • Studying customer behavior is a must if you want to provide the best customer service.

Getting Insight Into the Customers

• A study of the customer contact center software solutions showed that it is crucial to be capable to predict customer behavior in advance. • You should combine the customer insight you’ve collected with customer research and market research plans to make sure you make the most of it.• In short, you should be able to predict customer behavior.

Use Empathy Interviews

• Here’s a small secret – customers barely ever know what they want.• Naturally, if you bombard them with a series of questions and answers for customer research, you’ll not get adequate results. • As a substitute, you should try out empathy interviews. • You need to presume the role of a therapist here; and actually evaluate the emotional aspect of why a customer is behaving in a particular way. • You’ll be able to use this data to satisfy needs customers didn’t even know existed.

Observing your customers in their “natural environment”

• Always remember to observe and talk to them in their homes or whatever else is supposed to their natural environment. • In call centers dealing with cloud customer service software you’ll see that such practices are used. • You want the customer to feel in charge and open up to you. • With that to back you up, you’ll be able to get an insight as to the thought processes of your target audience.

Attending trade shows and events

• You should attend any trade show or event that’s coming up soon.• That way, you’ll be able to interact with the customers in the booths.• It’s always better to talk to customers when it doesn’t actually seem like an interview. • There’s another advantage of attending such an event. • You get to meet and interact with many other companies and actually see them in action. • You can learn from the way they approach their customers and draw them in. • You can then incorporate that into your customer service as well.

Check how customers react to your product

• You should observe your customers as they purchase your product:

How are they reacting? Does it seem like a product they trust? Are they choosing another product over you? Do they seem to be hesitating?

• All this is significant because that way you can use this information to make required changes to your marketing strategies or even to your product if the need arises

Gauging the Competition

• You cannot afford to lose track of the competition even once. • While you’re studying your customer, you should also study the customers of your competitors and their tricks and tactics. • You can do so by interviewing the customers. • That way, you’ll have a clear idea as to why they prefer your competitor over you and what sets them apart. • This will give you a competitive edge because you’ll be able to perfect your systems and work on your flaws.

Understanding the difference between customer insight and

research

•The word “insight” immediately conjures up images of estimates and assumption. •In simpler terms, an insight is obtained after careful observations, assumptions.•However, research is more technical as scientific. •It is closely related to insight, yes, but it is more detailed in the sense it is backed by data and statistics. •Most dealing with cloud contact center solutions would agree that there lies a very thin line of difference between the two important concepts.

Using customer insight to your advantage

• Without customer insight, you wouldn’t be able to proceed with customer research. • You need to feel what they feel, hear what they want to say and understand what they’re trying to express. • With a clear understanding of their mind frame, you can come up with customer care strategies that strike a chord with them. • The two are very closely related and you have to understand the relation between them if you want to provide your customers with the best services.

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