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For Customer Experience Professionals

Executive Q&A: Customer Understanding For Customer Experience Management

October 12, 2012

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  • By Jonathan Browne
  • with John Dalton,
  • Carla O'Connor

Why Read This Report

Compelling customer experiences stem from a company's deep understanding of its target customers' goals and behaviors. This requires uncovering customer needs in a disciplined manner. This report explains what customer understanding is, how it differs from other forms of market research that companies collect, and what customer experience professionals must do to ensure that essential customer understanding practices are adopted and used by relevant stakeholders across their organizations.

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Table of Contents

  • 1. What is customer understanding?
  • 2. Why should companies invest in customer understanding?
  • 3. How does customer understanding differ from other customer insights?
  • 4. Who should own customer understanding?
  • 5. How can you introduce customer understanding best practices to your firm?