It's all tied in with the notion of customer insight—knowing about our customers. Whereas our knowledge regarding our friends is mostly in our heads, our knowledge about customers is generally held in stored records. Every order, payment, inquiry, and complaint is a piece of a jigsaw puzzle that, collectively, describes the customer. If we can properly manage this information, then we can build a pretty good picture of our customers, their preferences and dislikes, their behavioral traits, and their personal circumstances. Once we have that picture, we can begin to develop customer insight.
It's all tied in with the notion of customer insight—knowing about our customers. Whereas our knowledge regarding our friends is mostly in our heads, our knowledge about customers is generally held in stored records. Every order, payment, inquiry, and complaint is a piece of a jigsaw puzzle that, collectively, describes the customer. If we can properly manage this information, then we can build a pretty good picture of our customers, their preferences and dislikes, their behavioral traits, and their personal circumstances. Once we have that picture, we can begin to develop customer insight.