How to Get Customer Insight from Data: Avoid This Mistake

This article is part of an occasional series from leading voices about key issues facing marketing today.

Customers. Everyone cares about them. Every team in your company is customer-focused. And everyone is likely working diligently to understand how your customers think. But what if all that effort is for naught?

What if, despite investments in customer platforms, your understanding of your customer is only marginally better.

For marketing teams, that should be a terrifying thought.

For many companies, even those that tout themselves as being customer-first, detailed customer insight can be hard to come by. And it’s not for a lack of trying. More importantly, and more likely, it’s because of a lack of coordination and integration.

Doing the Same Thing Over and Over Again…

Albert Einstein is apocryphally attributed with having said “Insanity is doing the same thing over and over again and expecting different results.” Whoever coined it, it’s a great maxim to keep in mind, especially when we’re tackling difficult challenges.

Ironically, however, “the same thing” doesn’t always look like “the same thing.”

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