Customer insight

The marketing concept referring to the deep understanding of the customer’s motivations, behaviours, beliefs, preferences, and values that help understand the reasons why the way they do. This information is then useful for commercial purposes.

customer’s insight
customer insights
customers insight
customer understanding

knowledge

sector-specific

Customer insight is an essential knowledge of the following occupations:

Customer contact centre information clerk: Customer contact centre information clerks provide information to customers via the telephone and other media such as email. They answer inquiries about a company’s or oganisation’s services, products and policies.

Customer insight is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.

Chief marketing officer: Chief marketing officers manage the high level marketing operations in a company. They coordinate all the efforts related to the marketing, promotional, and advertising activities across units or geographical areas. They make sure that different activities aimed at creating awareness of products are profitable for the company. They take decisions and prepare reports on marketing projects and the costs they entail.
Marketeer: Marketing consultants advise companies in the development of marketing strategies for specific purposes. They can advise and develop strategies for the entry of a brand in the market, for the re-launch of a product, for the introduction of a new product, or for the positioning of a commercial image. They perform previous studies of the position of the company and perception of customers in order to define the marketing approach.
Market research analyst: Market research analysts collect the information gathered in the market research and study it to draw conclusions. They define the potential customers of a product, the target group and the way they can be reached. Market research analysts analyse the position of products in the market from different perspectives such as features, prices and competitors. They analyse cross selling and interdependencies between different products and their placement. Market research analysts prepare information helpful for the development of marketing strategies.
Marketing manager: Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
Market research interviewer:
Market research interviewers strive to collect information on the perceptions, opinions, and preferences of customers in relation to commercial products or services. They use interview techniques to draw as much information as possible by contacting people via telephone calls, by approaching them face-to-face or by by virtual means. They pass this information to experts for drawing analysis.
Business developer:
Business developers strive to improve the market share of companies in the market. They perform strategic analyses of the core advantages that a company’s products or services have to offer, they cooperate in the development of marketing campaigns for lead generation and support on sales efforts.
Contact centre manager: Contact centre managers coordinate and plan the daily operations of contact centres. They ensure that customer inquiries are satisfied efficiently and according to policies. They manage employees, resources and procedures to improve best practices and achieve high levels of customer satisfaction.

References

1. Customer insight – ESCO