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True customer insight doesn’t emerge automatically as you go about your business, not even if you have a lot of interactions with your customers or care a lot about them.
As Scott Wozniak, author and CEO of Swoz Consulting, writes for the latest issue of Business Report, caring deeply about someone doesn’t mean you understand them deeply—companies must turn to data to generate customer insight.
In his column, Wozniak breaks down the traits of a mature customer insight system, which include regular evaluation conversations and establishing criteria for evaluating the data.
“You should get in the field—yes, you—and see your customers interact with what you sell,” he writes. “There’s no substitute for being there in person. Walk the floors of your hospital and talk to your patients. Visit the stores and work the register for a little bit. Listen in on service calls with your staff. Stay connected to the heart of your business: your customers.”
Read the full column, and send comments to editor@businessreport.com.
