Customer insights can be the difference between a healthy bottom line and a floundering business. When organizations have quality data, they can put the meaningful, actionable insights to work and know their customers inside and out in order to delight them with a superior experience. But, getting to that point is not easy, and that’s why we have rounded up 50 of the top resources to create a guide to customer insights.
Our top 50 customer insights resources include articles, blogs, eBooks, how-tos, and many others to give you the expert advice you need to know how to go about gathering customer information and translating it to personalization via a holistic view of the customer. Our resources come from industry innovators, personalization experts, and customer data authorities to round our our guide with valuable information for your company. Please note, our top 50 customer insights resources are listed here in no particular order, but we have included a Table of Contents to help you jump to the resources that interest you most.
Qualaroo helps companies understand and influence web visitor behavior to improve web conversion results. Their November 2016 article emphasizes the importance of having customer insights that others don’t and offers tips on how to find them.
Three key points we like from What Does Customer Insight Mean?:
MarketingSherpa provides B2B and consumer marketing professionals practical research and case studies on what works in marketing today. Taylor Kennedy’s MarketingSherpa article reminds us that we can gain valuable customer insights from our websites without using any testing if we focus on areas where customers provide direct feedback in their own words.
Three key points we like from Online Marketing: 4 Sources of Customer Insight on Your Website:
HYPE, a leading provider of full lifecycle innovation management software, offers The HYPE Innovation Blog with posts covering best practices, business transformation, customer insights, and more. Elena Ozeritskaya, customer insight expert, shares her criteria for useful insights in this HYPE article.
Three key points we like from What is a Good Customer Insight?:
In his customer insights article for Salesforce, Pierry Software founder and CEO Josh Pierry details the ways in which you can gain valuable insights into customer behaviors via digital marketing. As Pierry points out, customer insights can inform your marketing strategy and your business while helping you anticipate customer needs.
Three key points we like from 7 Steps to Gaining Customer Insights from Your Digital Marketing Efforts:
As the all-in-one customer support app for fast-growing companies, Desk.com is in the business of customer insights in a major way. In her Desk.com article, writer and content strategist Laura Norman helps customer insight metrics rookies understand which key support metrics help in optimizing business.
Three key points we like from A Newbie’s Guide to Customer Insight Metrics:
Accenture’s global lead for financial services distribution and marketing practice, Piercarlo Gera specializes in transformational programs that drive growth and optimize cost-to-serve. In his customer insights article, Gera not only focuses on the ways in which Big Data drives customer insights in the banking industry but also shares innovative programs that highlight the benefits of customer insights for both customers and banks.
Three key examples we like from Innovations in Big Data Customer Insights:
An integrated agency helping companies take action with content marketing, social media, PR, and data science, Beyond the Arc also specializes in customer experience and voice of the customer. In his customer insights article, Beyond the Arc CEO Steven Ramirez highlights a few steps from a Forrester Research report on customer experience measurement programs.
Three key points we like from 7 Steps to Measuring Key Customer Insights:
Customer Experience Professionals Association co-founder and customer experience transformist, Bruce Temkin shares his expertise in the Customer Experience Matters blog. His article, Use Customer Insights to Close Four Loops, reminds companies that there are four loops that need to be closed when taking customer insight-driven action.
Three key points we like from Use Customer Insights to Close Four Loops:
Startup Grind mentors, educates, and connects one million entrepreneurs in 200 local chapters in nearly 100 countries. Kristin Stith’s Startup Grind article reminds startup teams that nothing matters more than what customers say, think, and feel, and companies won’t know those answers until you share your products and services with them.
Three key points we like from 6 Ways to Fuel Your Innovation with Customer Insights:
TopRankMarketing.com is a modern digital marketing agency serving B2B and B2C companies. TopRank Marketing CEO Lee Odden reminds marketers that understanding customers’ motivations and influences is helpful in creating persuasive content marketing campaigns in his customer insights article for the TopRank Marketing Blog. The reminder is useful because many marketers continue to rely on intuitive insight rather deep customer insights.
Three key points we like from Customer Insights Are Key for More Persuasive Marketing Content:
Re-Work combines entrepreneurship, breakthrough technology, and cutting-edge science to shape the future of business and society. In her Re-Work customer insights article, director Pip Curtis shares an interview with Avneesh Saluja, an Airbnb machine learning scientist who leverages data to extract insights and specializes in addressing customer issues in a shorter amount of time and maintaining high levels of customer satisfaction.
Three key points we like from Extracting Customer Insights with Machine Learning:
BCG.perspectives is produced by the Boston Consulting Group and shares cutting-edge thinking on business and management issues. Their customer insights article highlights the need for companies to look outward toward customers’ behaviors, needs, and wants in order to grow.
Three key points we like from Why Companies Can’t Turn Customer Insights into Growth:
Business 2 Community (B2C) provides an open community for business professionals to share their insights and network with others while establishing their thought leadership. In her B2C article, Tatiana Teresa, marketing coordinator at GreenRope, explores why marketers should take a pause from Big Data, analytics, and metrics and look instead to customer insights for driving sales and marketing.
Three key points we like from Go Beyond Data – Consumer Insights are Key to Understanding Your Customers:
Using AI, NLP, and deep learning, Luminoso bridges the gap between text and meaning and helps companies quickly uncover actionable insights and value in their data. Their customer insights article, first published by Quirk’s Media, acknowledges that listening to customers and acting on their feedback often is easier said than done.
Three key points we like from 7 Steps for Taking Action on Your Customer Insights:
Paul Laughlin, customer insight enthusiast and MD of Laughlin Consultancy, is the chief blogger at Customer Insight Leader. The blog aims to inform and support customer insight leaders and includes posts that center on “maximising value from customer insight.”
Three key posts we like from Customer Insight Leader:
Forrester works with business and technology leaders to drive growth by developing customer-obsessed strategies. The Forrester blogs cover several topics, and the blog for customer insight professionals specifically focuses on actionable guidance that is aligned to this professional role with information on capturing, managing, analyzing, and applying customer knowledge to help your business beat out the competition to serve and retain customers.
Three key posts we like from Forrester Blogs: Customer Insights:
Clutch.com is a personalized marketing platform that empowers brands to identify, understand, and motivate customers. Their customer insights blog covers topics such as personalized marketing, customer experience, and loyalty programs.
Three key posts we like from Clutch Loyalty Marketing Customer Insights Blog:
A leading enterprise survey platform, Qualtrics powers customer, market, and employee insights. They also feature customer insights in their blog posts, which include customer experience tips, customers insights best practices, and analysis of customer behavior trends.
Three key posts we like from Qualtrics Blog: Customer Insights:
From IDG, CMO centers on addressing the unique leadership and technology challenges faced by chief marketers as they align their insights with those of the business. The CMO Australia Blog centers on customer insights and includes posts on topics such as customer journeys, compelling customer experience, and innovative ways to interpret customer data.
Three key posts we like from CMO from IDG Australia Blog: Customer Insights:
A leading global information services company, Experian provides data and analytical tools to clients around the world. Their marketing and customer insight blog explores consumer expectations, customer experience, loyalty, and many other topics relating to customer insights.
Three key posts we like from Latest Thinking Blog: Marketing and Custsomer Insight:
McKinsey & Company has been a trusted advisor to leading businesses around the globe since 1926. Their Customer Insights and Analytics blog shares insights into today’s customers, highlights how consumer habits are changing, and explores why customer analytics matter to businesses today.
Three key posts we like from McKinsey & Company: Consumer Insights and Analytics:
Cubeyou is a leader in market research automation and delivers consumer insights that businesses need to better understand their customers quickly. Their customer insights blog takes deep dives into various customer segments and companies’ strategies for understanding and catering to their customers as new challenges emerge.
Three key posts we like from Cubeyou Customer Insights Blog:
BRIDGEi2i Analytics is a global analytics solutions firm and trusted partner for enabling data-driven business transformation. Their blog covers a variety of topics relating to customer insights, including analytics, Big Data, and customer intelligence.
Three key posts we like from BRIDGEi2i Blog: Customer Insights:
Get Satisfaction builds some of the best customer communities with their online customer engagement community platform that connects companies with customers to develop relationships to unlock value for both sides. Their eBook, Using Communities to Gain Deeper Customer Insights, touts the value of analyzing conversations that occur in your customer community.
Three key points we like from Using Communities to Gain Deeper Customer Insights:
HYPE offers its full lifecycle innovation management software to help companies transform their employees, customers, partners, and suppliers into dynamic and engaged social innovation communities. Their customer insights eBook highlights the ways in which companies can adopt outside-in and inside-out mindsets and use customer journey mapping to gain valuable customer insights that drive innovation.
Three key tips we like from Using Customer Insights to Fuel Innovation:
DRG seeks to turn intelligence into growth opportunities by helping companies better understand customers, brand, products, and marketplace. Their eBook, 6 Steps for Launching CX Insights, highlights the need for businesses to leverage customer feedback when making decisions and launching insights into their organizations to drive success. Please note, you will need to complete a form in order to access the free customer insights eBook from DRG.
Three key tips we like from 6 Steps for Launching CX Insights:
RO Innovation is a leading customer reference management platform designed for sales enablement. Their Customer Insights Matter More Than Ever in a Shaky Economy eBook highlights customer insights as a key driver of ROI.
Three key tips we like from Customer Insights Matter More Than Ever in a Shaky Economy:
SmartInsights offers developments, advice, tools, and statistics for digital marketing strategy. Their customer insights how-to reminds marketers that the key to success is understanding your audience. It is a mistake to fall into the trap of assuming you know what your customers think; it is far better to reach out to customers and discuss what is important to them on a regular basis so that you can deliver a delightful experience.
Three key tips we like from 5 Creative Techniques to Gain Customer Insight:
ClickZ offers news, analysis, and expertise to the digital marketing community. Bryan Eisenberg’s CLickZ how-to centers on gaining and acting on customer insights and reminds readers that successful testing does not translate to success in customer insight.
Three key tips we like from How to Gain and Act on Customer Insights:
SurveyGizmo builds software that helps companies explore and discover more about your customers. Sandy McKee’s SurveyGizmo customer insights how-to shares tips for collecting information using customer journey maps. As McKee points out, consumers today expect personalized, targeted brand messages, and companies need to invest in using consumer data so you can deliver highly-valued services to customers.
Three key tips we like from How to Collect Consumer Insight with a Customer Journey Map:
Buyer persona expert Tony Zambito highlights the challenges that accompany changing customer buying behaviors in his customer insights how-to. According go Zambito, because buying behaviors are changing, companies need to have new ways of gaining insights into customers and the motivation behind their purposes.
Three key tips we like from How to Gain Deep Insights into New Customer Buying Behaviors:
Appirio helps customers compete and win in the new cloud economy. Jiordan Castle’s Appirio how-to explores three fundamental questions for gaining customer insights and emphasizes the need to transform information about customer experience into actionable insights.
Three key tips we like from How to Build Effective Customer Insights:
Website Magazine shares insights on SEO, SEM, web design, web development, ecommerce, and everything relating to web business. In his Website Magazine how-to, application lifecycle management expert Girish Jashnani explains why digital marketers need to understand consumer behaviors.
Three key tips we like from How to Gain Customer Insights in Digital Marketing:
Ian Linton’s Houston Chronicle article serves as a customer insights how-to and highlights the need to gain valuable insights in order to craft marketing plans that meet the needs of various customers. Linton explores the relationship between data, segmentation, product development, channel strategy, forecast, and customer insights and shares tips for using them successfully.
Three key tips we like from How to Create Marketing Plans Depending on Customer Insights:
TechCo is a publication offering community, connections, and resources for readers interested in tech and startups. SEO consultant Al Gomez’s TechCo customer insights how-to highlights the need for companies and marketers to use their best source of information, the consumers, to stay afloat.
Three key tips we like from How to Use Consumer Insights to Build Your Brand:
Questback is a people-focused feedback platform that helps companies understand customers, engage employees, and beat the competition. Their customer insight how-to focuses on gleaning knowledge from customer feedback and points out that companies often miss out on valuable insights because they look at the same customer data in the same way each day.
Three key tips we like from How to Get More Insight From Your Customer Feedback:
MarketingProfs delivers marketing expertise through newsletters, templates, guides, courses, online seminars, conferences, and research. Their customer insights how-to aligns with their mission to eradicate mediocre content because it details a plan for marketers to use to create better content with the help of customer insights. Please note, completing a free registration process gives you access to more MarketingProfs content.
Three key tips we like from How to Use Customer Insight to Create Better Content:
Duct Tape Marketing focuses on simple, effective, and affordable small business marketing. The Duct Tape Marketing blog features Funding Gates chief content officer and small business writer Diana Mackie and her customer insights how-to, which encourages small businesses to use the data collection tools they already have to gain insights into their existing and potential customers.
Three key tips we like from How to Use Your Content Platforms to Gain Valuable Customer Insights:
Qeryz focuses helping SMBs collect insights directly from their websites in simple, easy ways that deliver value. Their blog post, 3 Innovative Ways to Develop Customer Insight, is a guide for improving customer insights using research, analytics, and experimentation.
Three key tips we like from 3 Innovative Ways to Develop Customer Insight:
Led by Chris Brown, CCXP, Market Culture is a blog that emphasizes the value of using a customer culture for competitive advantage and shares strategies for creating a market-driven culture within your business. Brown’s customer insights how-to reminds readers that it is possible to gain insights without forcing customers to complete another survey.
Three key tips we like from How to Generate Customer Insights without Another Survey!:
Made available by Visually, this Frost & Sullivan customer insights infographic highlights the need to embed the voice of the customer (VOC) in product development and effective portfolio management. The infographic also points to the need for R&D leaders to reassess their processes for identifying customer needs, developing realistic technology road maps, finding new applications for existing products, and prioritizing new innovations.
Three key facts we like from Embracing Customer Insights:
As SAP points out, Big Data and analytics solutions have made it possible to know more about customers and determine which campaigns are most successful. But, as the Turning Customer and Consumer Data into Actionable Insight infographic from SAP points out, consumer products organizations continue to face hurdles when attempting to take demand-driven insights to new levels.
Three key facts we like from Turning Customer and Consumer Data into Actionable Insight:
SKIM is a “refreshingly human customer insights agency” featuring decision behavior experts and top-shelf researchers. Their customer insights infographic looks ahead to trends that will shape customer insights in the next few years to come.
Three key points we like from 5 Trends Shaping Customer Insights in 2020:
Offering enterprise-grade customer intelligence software that helps companies build better products, launch successful marketing campaigns, and improve customer experience, Vision Critical understands the challenges and rewards that are inherent to customer satisfaction. They share four infographics that center on the significant challenges companies face in order to meet their customers’ demands.
Three key facts we like from 4 Infographics that Reveal Surprising Truths about Customer Satisfaction:
Capgemini operates with the philosophy that “people matter and results count.” They also believe the business value of technology comes from and through people, so they create business and technology solutions to fit customers’ needs and drive desired results. Their SlideShare, From Customer Insights to Action, explores how to divide the customer journey into seven elements and use customer analytics to gather insights and take action.
Three key tips we like from From Customer Insights to Action:
Michiel Cambron is an innovation and technology transfer consultant at Verhaert. His customer insights SlideShare explores the need to gain understanding of customers that is not obvious for companies that want to find significant opportunities.
Three key tips we like from Get the Right Customer Insights & Validation:
On a mission to help organizations change more quickly and with greater impact, Implement Consulting Group combines analytical thinking and intuitive understanding and balances theory with sensitivity to people and organizational dynamics. They shared their strategies for proactively using market intelligence and customer insight to achieve business growth at a Commercial Excellence Forum and present it now in a SlideShare for companies that want to better utilize customer insights.
Three key tips we like from From Customer Insight to Business Growth:
A leader in self-service data analytics that deliver deeper insights in hours rather than weeks, Alteryx understands the value of customer insight, profitability, and loyalty. Their customer insights SlideShare is part of a webinar from the Marketing Cloud virtual conference B2B Marketing & Sales Trends. As Alteryx points out, customer insight and loyalty requires a faster, yet thorough approach to customer analytics in order to gain a complete view of the customer.
Three key tips we like from Using Analytics to Drive Customer Insight, Profitability & Loyalty:
One of many Gartner webinars available on demand to individuals who complete a quick, free of charge registration form, Turning Big Data Into Actionable Customer Insights and Opportunities, is hosted by research director Bill O’Kane and research VP Kimberly Collins. This customer insights webinar highlights how companies can manage customer-related Big Data and leverage customer analytics to identify customer patterns and insights to develop actionable customer opportunities.
Three key tips we like from Turning Big Data Into Actionable Customer Insights and Opportunities:
Brands rely on Medallia to deliver superior experiences. Their customer insights webinar, available on demand upon completion of a free registration form, features Medallia vp of marketing Michelle de Haaff and TNS global head of customer experience Stefan Schmelcher. The webinar guides viewers through the value of developing a business in which every decision is informed by real-time customer insight.
Three key tips we like from Transform Your Business through Customer Insight:
NGDATA helps brands in data-driven industries, such as financial services, telecom, utilities and hospitality, to drive connected experiences. Our Next Generation Customer Data Platform, Lily™, puts people at the center of every business via Lily’s Customer DNA, which continuously learns from behavior to deliver compelling experiences for companies, such as Belfius Bank, Innogy and Telenet. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe and Asia-Pacific.Learn More...