Customer loyalty and lifetime value are highly prized in today’s competitive environment. Smart businesses know that a major point of competitive advantage (or failure) can be the type of customer experience they provide.

The need to balance what customers want with what the business needs to thrive requires knowing what you want to achieve, gaining meaningful insights into customer needs and expectations, translating those insights into action, and then balancing what your customers are asking for with what benefits your business.

Asking the right questions

For most organizations, the main challenge with customer insights isn’t having enough data. You’re probably flooded with information. The challenge is determining what information is meaningful and what is noise.

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