Building a successful business model based around knowledge of the customers is not something that can be achieved purely through data crunching. Business analytics is a massively useful too, and so is the quantitative market research approach. But ultimately, it is individual experiences that bring out the real analysis of how the business is performing. A framework needs to be developed to place the entire customer experience gamut within a company’s portfolio of activities to be done. The first step in this must be to identify the employees who will act as the sensors to eke out these customer insights. Proper tools and training methods need to be affixed for helping employees engage meaningfully with their customers. A formal customer insight generation process too needs to be put in place. Customer engagement has to be a priority task at all such front facing companies. Swimwear global leader Arena is one such company that has successfully validated this process.


Uploaded Date:27 June 2019

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