Gathering customer insights regularly can help brands enhance their CX

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 17, 2021, 5:12 PM GMT+0

To improve customer experience, organisations must routinely gather insights about their customers from multiple sources.

Certain businesses rely on an annual survey to measure customer satisfaction with different functions across the company. Instead, brands must focus on regularly collecting data on their consumers’ wants, needs and preferences.

Regular data collection, in turn, helps businesses use such insights to frequently update their product design, solutions and services to enhance CX. Similarly, avoid gaming CX metrics to boost brand reputation and earn incentives. For instance, the on-time in-full (OTIF) metric is used to ensure if the customer received the right product at the right time.

However, businesses sometimes exclude factors like what the customer initially requested and when they wanted the product to be delivered. Organisations must focus on understanding their customers and their experiences and adopt a customer-centric culture.

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