Customer Intelligence

Visualizing customer intelligence - a maze of data points, leading to a clear path of understanding and strategy for businesses to navigate the ever-changing landscape of their customers' needs and preferences.
February 7, 2023

Customer intelligence provides insight into individual customers, enabling businesses to personalize elements such as customer experience, content, and the buyer's journey. This leads to improved growth, revenue, retention, and loyalty.

Here are some more benefits of customer intelligence:

  • You can increase conversions and sales.
  • You can determine the specific needs of a prospect. With this data, you can tailor an offer to them and improve the chances of conversion.
  • Real-time data allows you to reach customers at the time they're most interested and, therefore, most likely to buy.
  • You can segment your customers into groups based on attributes and behaviors. Prospects can be matched to specific profiles and sent relevant offers.

How to Develop Customer Intelligence

Customer intelligence plays a vital role in your business's success, making it essential for your team to develop a CI strategy. To help, here are some tips for creating an effective customer intelligence plan.

Create a customer-focused culture

The foundation of customer intelligence lies in your brand values. It's important to consider if you place your customers at the forefront of all your actions and offerings, if your product or service addresses their needs, and if you actively solicit and incorporate feedback from buyers.

If your culture isn't customer-centered, you'll need to make a change. The right attitude will drive your brand's communication, as well as your customer intelligence strategy.

Gather customer data

It's time to gain knowledge about your customers by collecting data.

Start by selecting a customer intelligence tool that analyzes your customers' behaviors, including website views, demographics, and frequent buying patterns.

The ideal CI tools present this information in an easily digestible format. Check out our recommended CI software in the following section.

Establish customer personas

After collecting customer data, carefully analyze the information to uncover patterns and trends, enabling you to develop personas based on customers' behaviors and demographics.

Personalize your customer experience

Having defined personas, it's time to personalize the customer experience. Start by customizing communication through targeted email and social messages based on demographics and where customers are in the buyer's journey.

Next, offer personalized deals such as discounts to incentivize buying or relevant content to address pain points, demonstrating your understanding of customers' needs.

Gather customer feedback

Are you aware of your customers' experience and the effectiveness of your personalization strategy? Having a robust feedback program is the key to uncovering this information.

Start by creating different surveys — some delivered via email and others native to your site. HubSpot's Customer Feedback Software and CRM can help you gather feedback.

Next, establish objectives for your feedback program, such as the number of completed surveys and a plan for enhancing survey performance over time. It's important to note that feedback collection is just the beginning; you also need to effectively apply changes.

Feedback surveys can be used to evaluate the success of your customer intelligence strategy and make necessary adjustments.

Learn more on CI software on Hubspot.

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Ben van Rooy

Strategy Director

Nick Brown

Marketing Director