How to Develop Customer Intelligence

Customer intelligence data can be acquired in several ways. We will be discussing the most common methods in which CI data is collected:

• Website Behavioral Data

Analysing your website’s behavioral data can provide you with insights on what may be preventing the conversion of website visitors’. If you have an understanding on what is preventing visitors from making purchases, you can take measures to increase your conversion rate. 

Website behavioral data can also deliver insights on the behavioral tendencies, interests, and motivators of your site visitors. You can acquire such data by running experiments on your website. This may involve testing how visitors respond to different messaging, pricing, and CTA colours. Such tests will provide insights on the different psychological triggers that influence visitors. It can also be used to segment customers to personalize customer experience. 

• Interviews or Focus Groups 

This method of collecting customer intelligence helps you understand your target audience on a more personal level. If you already have customer personas, interviews and focus groups can be used to define these personas more clearly to give you a distinct view of your customers. 

• Market Research Surveys

Market research and customer surveys can be very useful while trying to obtain large volumes of specific data. Like interviews and focus groups, surveys also allow you to dictate what kind of information you collect, however it can be used to collect a much larger volume of data than focus groups. 

Surveys can be used to effectively measure interests, beliefs, motivations, and intentions of your target audience. Such information can be used to extract many meaningful insights that can be used to improve customer interactions.