Understanding Who Your Customers Really Are

A strong understanding of who your customers are, what they want and how much they’re worth is essential to meeting their needs. Insights into the mind of individuals and the broader customer base are critical to this understanding, but surveys are increasingly ineffective because they’re too coarse and customers view them as a waste of time. But customers are telling you more than they’re saying, even if they don’t realise it. It is possible, broadly speaking, to know more about what customers want and need than they know themselves. To access these insights and encourage long-term loyalty, organisations must use tools to “hear” what customers are saying and feeling, and to infer as much as possible about what really matters to them.

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