You wouldn’t bet your entire business at the roulette table in Las Vegas. But according to Karen Mangia, Vice President of Customer and Market Insights at Salesforce, you may be effectively doing the same thing without even realizing it.
Your customer insights team should combine qualitative and quantitative data to gain a holistic understanding of the ‘why’ behind customer feedback. Here are a few suggestions....
Knowing what action needs to be taken to improve customer experience is the best way to grow revenue over the long term. Without a world class customer insights team however, that job is much harder.