Customer information exists in nearly every functional area of
today’s companies. Attempting to seek out, evaluate and integrate
the relevant sources of customer information provides real value.
Engaging various stakeholders and motivating them to act is a
common challenge among customer intelligence professionals. What
motivates people to take action? Action plans that motivate should
Many companies overlook branding their customer intelligence
program. What often occurs is the program being called something
generic like, “The Customer Survey,” or even “The Walker Survey.”
If you're keeping up with the latest trends in customer experience
measurement, then I'm sure you've heard that identifying and
tracking your customers' emotions is important - vital, even.
Sales needs timely customer insights that will help them focus on
the issues that matter to existing customers and new prospects.
They also can benefit from intelligence that will help them know
There's nothing like hearing a customer thoughts and opinions in
their own words. I believe that's why we've seen an uptick in the
use of qualitative methods to gather customer insights. I