Our key objective is to put customers at the centre of all our activities. To achieve this objective, companies need to ensure that they have a good understanding of consumers’ need. The best way to get a clear picture of customers’ needs is to get feedback from them. By analysing buying behaviour, opinions, testimonials or social media comments, companies can gain a good understanding of their customers’ preferences or challenges. Collecting and analysing this data is a very powerful resource for providing customers with valuable and tailor-made products.
The image below shows you a process for gathering information to deliver value to consumers. If this process is well managed, value can be transformed into trust and then brand loyalty.
Customer insights – Gathering consumer feedback, information from different online channels.
Segmentation – Segment your customers according to their buying behaviour and preferences.
Personalisation – Offer tailor-made products and services or create loyalty programmes.