A Guide to Customer Insights Management

by | May 17, 2019 | General, Research

 | 4 min read

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Knowing your user’s opinions as well as specific characteristics is important for many different departments within a company. Most companies make decisions that directly influence their customers on a daily basis. Such decisions are made during daily business. Regardless of their area of work, the teams should always be aware of the impact on their customers.

During these processes, the focus on the users’ point of view often gets lost. This problem is not due to a lack of information about the target group. By this time user research or initial surveys and interviews have usually already taken place. The problem lies in the evaluation, organization and storage of this data. But also in linking of the gained knowledge.

Solving this problem with Customer Insights Management

Customer Insights Management or Customer Information Management describes the collection, processing, analysis, and interpretation of information concerning the customer group. This information includes consumer behavior, wishes, needs, motivation and opinions that your users have.

The assumption that nobody can answer questions such as “Why are our sales numbers receding” as well as the users themselves. Other conclusions from customer data can give you insight into potentials for your future product development. E.g. “Does my product satisfy users’ needs?” “Which weaknesses do users see in my product?” “Which features are users willing to pay for?”. As a matter of fact, more features aren’t always better. Because of this, user-oriented companies should know exactly what their users want and stop implementing unnecessary extras.

On top of that, decisions from your product aren’t the only influence. The knowledge you gain about your users should also find its way into other departments. Customer insights can do more for you than ensuring the product you’re offering fits users’ needs. It can also help you to individualize the way you’re addressing your users. The most simple step is always to address your users with their names. But you can also start to provide them only with information that is directly relevant to their current situation. Doing this can increase customer retention as well as conversion.

Good Management for Maximum Results

Information about your users is the key component for defining successful products and strategies. But at which point in the process do you start managing your data? We already discussed the fact that user-related data is usually available in some form. Sometimes even in great amounts. The problem is that simply having the data won’t get you very far. You have to find a way to evaluate and manage them efficiently. Evaluating data manually can take up a lot of your time. And if you’re lacking resources you simply won’t have the time to evaluate your data deeply.

One solution to this problem is getting help during the evaluation process. You can standardize and automize quantitative tests and evaluation methods. And ideally, the AI should recognize certain patterns within your data. Researchers have to do a lot of manual work when it comes to evaluating qualitative user research data. They are very involved in this process. However, you can also use tools that help you with tagging and organizing your qualitative data.

After you have evaluated your data, you should try to save your results and findings in a central location. That way you can make sure that your results won’t get lost. On top of that, you’ll be able to keep an overview of all of your insights and will be able to directly compare data gathered during different studies. This way you can directly connect different results from different product phases. Or you can add and use the data that is a byproduct of different (marketing) activities. Having a comprehensive dataset as your basis, gaps in your company’s knowledge will become obvious. Use additional research in a strategic way to close them.

Communicating Customer Information with Purpose

The knowledge that isn’t relevant to the recipient is usually ignored and as a result worthless. Still, every stakeholder who makes decisions that will influence customers and the market has to be supplied with relevant information. Consequently, the goal isn’t to provide decision-makers with as many decisions as possible but to provide them with information that is as relevant as possible.

The first step in this direction is to bring all departments up to date. This involves defining the relevant market segments, customers, brands and products. Having built a solid basis for a consistent communication strategy, you should focus on passing relevant information on to decision-makers.

Companies shouldn’t feel like they possess an unmanageable amount of data while still not really knowing anything about their customers. Instead, they should start to process and manage customer insights and information regarding their users in a meaningful way. That way decision processes are more transparent and backed by information. The resources required for research are reduced. You will spend less time on duplicate work and have a better understanding of your customer base. In the long run, this will satisfy the needs of your users more efficiently. And your revenues will also increase.

CEO of Usertimes, Jonas Fuchs

You cannot wait to start organizing and evaluating your data? Book your personal demo with Jonas and see how to use consider.ly to tag data, uncover new insights and connect the dots.

consider.ly is a fast-growing tool for quali­tative data analysis and UX research repository.

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Mara Weingardt

Mara is interested in all topics around user research, user testing, as well as usability and UX.
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