Getting the Most from Customer Insight Research

Customer insight has been at the top of every organisation’s wish list for the past few years. The benefits of being able to spot patterns on customer behaviour, such as propensity to defect, repurchase and cross-purchase, appear evident and justify investment in the technology and human resources necessary. But have these investments actually paid off? Research has recently suggested that in many cases, the expected payback is not happening. If this is the case, what has gone wrong? And how can customer insight practitioners ensure they do not suffer the same fate as their CRM colleagues, by becoming identified with high cost and low delivery? Steve Messenger, MD of RedRoute International, has some advice on how to make sure you get the best returns.

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Getting the Most from Customer Insight.pdf
Getting the Most from Customer Insight.pdf