I don’t think you two have met. Let me introduce you to your customer. |
Yeah, I know. You already know your customer, right? After all, you have the latest satisfaction survey results (apparently many are “satisfied;” way to go!), and last year you installed the latest, greatest CRM system. You know everything!
Or not. Fact is, most companies need a map to find a clue about what makes their customers tick. A study by the Chief Marketing Officer (CMO) Council appearing in this TMCnet.com article proves the point. While all the companies surveyed claim that focusing on customer experience and retention is a corporate priority, you couldn’t tell it by what they are actually doing.
And I quote: “Just six percent of marketers say they have ‘excellent knowledge’ of the customer when it comes to demographic, behavioral, psychographic and transactional data, while over 50 percent report they have ‘fair, little, or no’ knowledge of the customer.”
Many companies already have the behavioral data to get a solid grasp on what they can do to improve customer experience and retention. It’s right under their nose, it’s important, and yet, nothing happens.
Yes, customers are irrational. But you can find “the truth” by analyzing their behavior.
You just have to bother to look.
