Customer insight is the only sustainable basis for building a business. And in my humble view, there are three ways of gathering customer insight, 1. Conduct a survey, 2. Analyze behavioural data, 3. Conduct in depth customer interviews.
There is a lot of behavioral data on the internet. From browsing history to clicks and transactions. However, behavioural data only says "what" is the customer doing and when. "Why" is missing !!
Customer interviews can give insight about all that a customer cares about. The only challenge is that it covers only one customer at a time. Often, you may not have a large pool of customers to do indepth interviews, a lot of time may elapse between successive interviews or different customer context may make it hard to correlate insights across them. That's where surveys come into play.
Surveys enable quantitative measure of customer's opinion. If you have access to a large pool of customers, surveys are low cost and quick. Without surveys extrapolation of 1/few customer's opinion as the fact, is fraught with risks.
And without depth interviews, survey insight is shallow.
And without correlation of behavioural data, surveys and depth interviews are just opinions, which may not show up in reality.
If you are wondering on how to move from "I feel" to "I Know", use the three methods of gathering customer insight. You will know when you can say "I Know".
There is a lot of behavioral data on the internet. From browsing history to clicks and transactions. However, behavioural data only says "what" is the customer doing and when. "Why" is missing !!
Customer interviews can give insight about all that a customer cares about. The only challenge is that it covers only one customer at a time. Often, you may not have a large pool of customers to do indepth interviews, a lot of time may elapse between successive interviews or different customer context may make it hard to correlate insights across them. That's where surveys come into play.
Surveys enable quantitative measure of customer's opinion. If you have access to a large pool of customers, surveys are low cost and quick. Without surveys extrapolation of 1/few customer's opinion as the fact, is fraught with risks.
And without depth interviews, survey insight is shallow.
And without correlation of behavioural data, surveys and depth interviews are just opinions, which may not show up in reality.
If you are wondering on how to move from "I feel" to "I Know", use the three methods of gathering customer insight. You will know when you can say "I Know".
