Deep customer
insights lead to meaningful customer relationships.
Information about
customers are hard to get. You need them to understand the customer's
behavior, but when even the customer doesn't know precisely what he
needs or what are his demands, marketers cannot easily tell what are
their wants. In order to do marketing you need strong understanding
of your ecosystem. Furthermore, you need deep customer insights that
will tell you how to act.
Sometimes customer
have to go and look for information. Yet, you can find cases when
customers provide direct information to the brand. The first way
customers where able to communicate through brands were handwritten
documents. Then you had the call centers, then e-mail and text
messaging and finally, blogging, Facebook, Twitter and so on. An
organization that can gather and use these data can provide richer
and precise customer insights at a lower cost.
Now you can find
cases in which marketers have too much information. We call this data
glut. Marketers cannot process it. What is nice, is when they have
the right information. They need relevant data, not more data. They
also need to better use the information they already have. Therefore
marketers join and think together in what we call “customer
insights teams”. A marketing information system consists of people
and procedures for assessing information needs, developing the needed
information, and helping decision makers use the information to
generate and validate actionable customer and market insights.
Marketers find
information from internal data marketing intelligence and marketing
research. Each department has its own internal database and delivers
these information to the other parts of the company. Marketing
intelligence is when you keep a track of what people are doing on the
markets, your clients, competitors and R&D. Market researches
start by defining the problem and objectives, developing a research
plan to collect information, then implementing the research plan,
collecting and analyzing the data, and finally interpreting and
reporting the findings. The company with better insights gets
rewarded with greater customer value and satisfaction.
