The days of companies holding a monopoly over product and pricing decisions have long gone. Companies are no longer at the helm of deciding what’s best for the customers. Customers have become increasingly demanding and are very fast in dishing out their dissatisfaction on social media. Brands have never been so fragile this way, so it is important that they take their customers seriously and work towards creating a positive customer experience. Brands have also resorted to using customer intelligence to understand the customer and create a positive experience to drive profitability.
Here are some of the tips to master customer intelligence:
Collect Feedback over Multiple Channels
Mastering customer intelligence requires a genuine knowledge of important issues and trends coming from the customers. It requires a scientific approach to surveys, questionnaires, measurements, and progress reports. It is important to collect both qualitative and quantitative data including channels such as open-ended surveys, phone calls, social media, and emails to gain valuable insights to improve customer satisfaction.