Unearthing critical insights to understand customer behaviours and expectations

To be customer centric means to listen to your customers and incorporate their needs into your product and service offering. This means finding and tapping into rich sources of real-time intel that goes beyond predictive insights or NPS surveys. There is a very real strategic value in finding customer insights, utilising them, track satisfaction and eliminating friction from your CX.


Data drowned, insights starved

Knowing more and more about customers—is now overwhelming businesses. A fundamental problem is, most of the masses of customer data, companies create is structured to show correlations: This customer looks like that one, or 68% of customers say they prefer version A to version B. While it’s exciting to find patterns in the numbers, they don’t mean that one thing actually caused another.


What you really need to focus on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish. Knowing this and focusing on it sets you up for success.


The gap lies in the ability for brands to make the most of the available data, turning it into actionable insight from which to make truly informed optimisation decisions. The amount of data gathered by businesses keeps growing at an alarming rate, the number of staff available to analyse it is staying more-or-less the same.


What’s important, then, is making sure all this data is being used in the correct way and not contributing towards a data silo problem.


Behavioural data needs to form a key part of your customer experience strategies. This approach must create an agile environment where you can rapidly understand, and respond to changing customer behaviours and demands.



Becoming data empowered

To truly understand what makes your audience tick, how to speak to them, and how to win them over, creating buyer personas is vital. If you have a deep understanding of what your consumer is looking for, what satisfies them and what they value, you have a chance of turning their interest into true brand loyalty.


You need to analysis your customer’s behaviour.


Data sources include user testimonials, social networks, purchasing history, duration of customer interaction with your company, lifetime value, results of polls and surveys, and digital analytics.


An understanding of customer problems, tasks, and expectations comes from a thoughtful analysis of customer behaviour.


Conduct Job To Be Done

The Job To Be Done Theory provides a framework for defining, categorising, capturing, and organising your customers’ needs. Moreover, when using this framework, a complete set of need statements can be captured in days — rather than months — and the statements themselves are valid for years — rather than quickly becoming obsolete.

Utilising the JTBD template provides you with answers to several customer behaviour questions:

  1. What causes someone to purchase a product for the first time?

  2. Why and how do consumers use markets to adapt in a changing world

  3. Why and how do consumers shop (search for new products, services, and technologies)?

  4. Why and how do consumers switch between products?


Asking questions & analyse the answers

By asking questions and processing the answers you get to know what things you should enhance to increase customer loyalty and drive revenue.


One of the greatest benefits of CX is the ability to collect actionable, relevant customer feedback. After all, your customers can comment on your products, brand image and marketing efforts better than anyone. The data you collect can be used to further refine your processes and bring innovation to your brand.


By asking questions – in polls, surveys, chats & feedback forms – and processing the answers you get to know what things you should enhance (e.g., reduce average handling time or focus on first contact resolution) to increase customer loyalty and increase revenue.


Connecting the journey

In an ideal world, the journey people take to become loyal customers would be a straight shot down a highway: See your product. Buy your product. Use your product. Repeat. In reality, this journey is often more like a sightseeing tour with stops, exploration, and discussion along the way. You need to be there in the moment, when consumers are making important decisions. If you aren’t your competitor will be.


Insight driven journey mapping will be vital. You need to connect all your communication touch-points across your customer’s journey. To gain more customer insight in the Journey Mapping process, I recommend inviting customers who are a real example of the Persona into parts of the mapping workshops.



Conduct linkage analysis

Linkage Analysis is the process of linking disparate data sources to uncover important relationships among multiple variables. You can think of linkage analysis as a two-step process:

1 ) organising two disparate data sources into one coherent dataset and 2) conducting analyses on that aggregated dataset.



Conduct customer interviews

Now, don’t get me wrong: surveys are a fantastic way to learn more about your customers. A single e-mail survey can haul in piles of voice of customer data within a couple hours. Chatting with your customers is all about quality versus quantity. Interviewing allows you to get deeper, more emotional insights that can be used to create campaign-changing test hypotheses.


People open up to people. And when you’re interviewing someone who is relaxed and feels safe enough to reveal the emotions that underlie their behaviour, you can discover things that would be impossible to find anywhere else. Customer interview programmes are a great way to gain customer insight.


Data is the fuel of CX but it requires you to connect data, experiences and analytics to develop clear and actionable insights

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