Conclusion: Even with software to automate research functions and aggregate data, many organisations do not have a clear understanding about their customers. This condition of near blindness is made more difficult in large and diverse organisations, where it is obvious that a whole customer perspective would be commercially advantageous, but is challenging to obtain.

By a mixture of technology and astute strategic planning, it is possible to gain customer insights but to do so requires precise planning, setting objectives and indicators, in conjunction with methodologies to gain feedback.

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Guy Cranswick

About The Advisor

Guy Cranswick