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Customer Insight

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Customer insight is essential for market-oriented organizations to understand their markets. The practice of customer insight in marketing decisions is poorly understood, one of the reasons why is due to the difficulties in obtaining research access within organizations (Said 2015:1).Neighbour et al. (2012:4) further asserted that resources set aside for customer insights are not deployed purposefully which leads to poor customer insights in developing markets

According to Neighbour et al. 2012:6, ‘customer insights are a deep understanding of a client’s needs and behaviours both known needs that the customer can identify, and the latent needs that they cannot’. They further asserted that they were 2 other significant challenges in designing …show more content…

Neither can the study’s approach overlook the potential effect of the researcher’s own values nor interests in the phenomenon studied, as a result of my background and experience in customer experience and churn prevention. However, this study acknowledges that the use of customer insight is intrinsically meaningful, justifying approaches that lead to the understanding of meaning rather than measurement or counting meaning (Sayer, 2010:84). This objective fits the critical realist Position of the researcher or is conciliation between the two extreme positions (positivist vs. constructionist) (Easterby-Smith et al., …show more content…

She notably found out that ‘case-based research makes a contribution to understanding how customer insight activities are carried out. More specifically, it is the first study to propose that customer insight is being actioned across six areas of the organisation: strategy, operations, marketing, sales, product portfolio management and customer service. In particular, it is the first study investigating the use of customer insight in inbound service call centres to drive cross-selling, up-selling and retention’(Bailey

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