Tag Archives: customer survey

Customer Experience Data Integration for 360-Degree View

You’ve probably heard of the blind men who touched part of an elephant and were adamant about their interpretations. Businesses are in the same predicament without customer data integration for a panoramic viewpoint. In my interview with Swati Saxena, Customer Intelligence Manager at Hewlett-Packard, she outlined some of the benefits of integrating customer data:

  • Better prediction and understanding of what drives customer loyalty.
  • Identifying which products to sell to customers most profitably.
  • Prioritizing customers to target with specific offers.
  • Using the most effective messaging and communication channels, etc.
  • Reducing waste for customers and the company, for improved customer experience management.

Better Strategies from a Holistic View
“Customer data integration is akin to the parable of six blind men who were brought to an elephant and asked to touch it and describe what it was,” she explained. “One touched the elephant’s trunk and said ‘this is a snake’; one touched the tail and said ‘this is a rope’; still another touched the ear and said ‘this is a fan’. Each viewpoint was useful from a narrow perspective, but none of them were accurate about the big picture. Similarly, Continue reading

Talking to Your Customers: A Survival Strategy

By Guest Blogger, Jennifer Berkley, Founder & Owner of The Insight Advantage

Talking to your customers is a key strategy to weathering bad times. It’s a great way to keep your finger on the pulse of how loyal your customers are and to increase their loyalty to you — a very critical factor in times like these. It’s much harder, more expensive, and more time-consuming to get a new customer than to keep an existing one. Now, more than ever, you cannot afford a mass exodus — or even a slow leak — of your current customer base.

Why Do You Need to Stay in Touch?

  • To stay relevant. You need to ensure that you are keeping updated on what is changing for your customers. You can’t expect that what you knew about your customers and their needs last year still applies.
  • To avoid making big mistakes. Getting ongoing input from your customers about what is most important to them is a good way to make sure that you are not cutting Continue reading