Product insights, customer insights and customer centricity

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What are product insights?

Product insights are an analysis of what a user is experiencing when they interact with a product. This includes more quantitative data, such as how easy and efficient your product is to use, as well as qualitative data like, what your user is feeling while interacting with your product. By collecting this data, development teams can improve products and services for their customers.

General FAQ

What are product insights?

Product insights collect data like how a user feels about your product and uses that data to create more satisfying versions of that product.

Why are product insights important?

Product insights are important for predicting how successful a product will be on launch. It can also help you ensure that the version of your product that you've created is the most effective option for you and your users.

How can you maximize the identification of product insights?

Hiring a product insights manager and/or analyst is the best way to ensure you maximize your ability to make use of product insights.

What are customer insights?

Customer insights are a collection of trends in consumer behavior, data, and feedback that helps businesses deeply understand their customers and their purchasing decisions.

It’s important to collect quantitative and qualitative data from sources like website metrics and social media mentions, as well as market research and customer analytics, to form conclusive customer insights. While market research gives you an overall understanding of consumer behavior and market trends, customer analytics provides quantifiable data on what your customers do online.

Tracking the qualitative and quantitative parts of a customer’s digital footprint—and using them to reveal key purchasing behaviors—helps businesses shape their service and product around how customers think and feel.

FAQs about customer insights

Why is it important to collect and analyze customer insights?

Collecting and analyzing customer insights tell you a number of things about your customers, including who they are, what they want, how they behave, and what motivates them. By giving you a better understanding of your customers, customer insights also help you identify opportunities for growth and expansion—like developing more targeted and effective marketing strategies, products, and services.

What are some examples of customer insights I can track?

There are multiple customer insights you can track to get a better understanding of your customers. However, popular customer insights include:

Online reviews
Competitor reviews
Purchase activity data
Customer feedback
Social media
Website data
Customer service data
Case studies and testimonials

How are customer insights different from market research?

Market research is typically conducted on a larger scale and looks at a broader population. Also, market research is often more focused on trends, while customer insights are more specific and tailored to an individual business’s needs. Finally, market research is typically conducted by third-party organizations, while customer insights are usually gathered internally.

Customer Centricity

Customer centricity is the ability of people in an organization to understand customers' situations, perceptions, and expectations. Customer centricity demands that the customer is the focal point of all decisions related to delivering products, services and experiences to create customer satisfaction, loyalty and advocacy.

Customer Centricity

Companies in all industries are ditching traditional business-driven and product-driven strategies as they're starting to embrace the idea of customer centricity. Although being company-driven, product-driven or sales-driven is natural, no longer can brands afford to think only about what’s good for the company without considering the impact on the customer.

Customer centricity is often seen as a catch-all for ideas like customer satisfaction, customer experience and customer feedback, but being truly customer-centric is about more than that. It’s about more than just making your customers happy. And it’s not enough to assume you know what your customers need.

So, what’s it all about?

Above all, customer centricity means putting the customer at the core of your business.

Customer-centricity at the core of business strategy

Being customer-centric means putting the customer at the forefront of every single decision your company makes.

Always put the customer first when you're making decisions: from the products you develop to the marketing campaigns you create and everything in between. And it’s a key part of aligning your organization around the customer, which means creating an open, centralized and secure space so every touch point with a customer reflects your brand values and fosters transparency.

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Product insights, customer insights and customer centricity

Product insights, customer insights and customer centricity

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