![]() Use tracking tools like Google Alerts to monitor online mentions of your competitors and their products. For example, after reading multiple reviews of users complaining that a competitor’s music streaming tool doesn’t include a ‘select all’ playlist feature, a product team might prioritize that feature in their next update. How to collect and leverage competitor reviews:Ĭheck out review websites (see: online reviews section above) to identify competitor drawbacks and better position yourself. Use competitor reviews to tell you how well your product stacks up against the current market, and what gaps you can fill. Much like online reviews, checking out your competitors’ reviews shows you patterns in customer needs and purchasing decisions. Use your findings to guide future product or feature rollouts and better prepare customer service reps to give product guidance and support. Use their comments and concerns to improve your product offering, and inform the way you write about your product on key conversion pages.įor product teams or SaaS: look at niche review sites like G2, Trustpilot, and Capterra to stay on top of product feedback and complaints. To collect and act on online review insights:įor ecommerce sites or startups: look at reviews on your website’s product pages, and on Google, Yelp, and Facebook, to spot the observations customers make. Use online reviews to identify what your product or brand is doing right, what your product helps customers do best, and what you can improve. Online reviews give you direct access to voice-of-the-customer (VoC) data and can be leveraged for authentic insights into how your customers feel about your product. Not all of these insights may be relevant to your product: pick and choose the insights relevant to your specific business and user goals. Use these data sources to inform your customer insights strategy, keep your finger on the pulse of shifting customer behavior and needs-and know what to improve. ![]() 8 types of customer insights to collect and analyze How do your customers think and feel about a potential product?Īnswering these questions helps you determine if you're targeting the right market and make strategic customer-backed product improvements-for example, by increasing the range of products and services you offer.Ĭustomer insights also help businesses redesign or construct detailed customer profiles and customer journey maps to better highlight the exact features customers are looking for, display the right product at the right price point, personalize messaging-and improve the customer experience (CX). How is your brand perceived by your audience? How likely are you to succeed in a new target market? Why are sales down for a particular product? ![]() Benefits of analyzing customer insightsĬollecting and analyzing customer insights answers crucial questions like: Tracking the qualitative and quantitative parts of a customer’s digital footprint-and using them to reveal key purchasing behaviors-helps businesses shape their service and product around how customers think and feel. While market research gives you an overall understanding of consumer behavior and market trends, customer analytics provides quantifiable data on what your customers do online. It’s important to collect quantitative and qualitative data from sources like website metrics and social media mentions, as well as market research and customer analytics, to form conclusive customer insights. Customer insights are a collection of trends in consumer behavior, data, and feedback that helps businesses deeply understand their customers and their purchasing decisions.
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