Using Customer Insights: Conventional To Creative

July 10th, 2020

Lisa Nakano

Summary

Customer insights are a rich source of data that can inform the pre- and post-sale strategy across many functions. Many B2B organizations collect but do not adequately activate customer insights, resulting in inefficiency and multiple lost opportunities. Using customer insights to make decisions and improvements helps organizations drive growth, retention, and efficiency. In this report, we describe a creative customer insights approach customer engagement practitioners can take and how to use existing customer feedback to add value, demonstrate greater impact, and elevate the profile of the customer engagement function.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.