Understanding Your Customer: Insights to Actions

May 25, 2023 Understanding customers from ProCFO Partners

Customer relationships and the customer experience are, increasingly, the focus for active engagement as a driver for business growth. Central to this change is something we all know and love: customer data. It’s a powerful tool that can help businesses elevate their customer experience, nurture stronger relationships, and increase revenue. But the game is changing. It’s no longer just about collecting heaps of customer data. It’s about making sense of it and leveraging it to foster more meaningful connections with customers.

A business’s ability to develop and maintain strong customer relationships directly correlates with its understanding of its customers. Data you collect – informally through research and conversations or more formally through analytics or surveys,  includes key insights into your customers’ preferences, buying habits, engagement patterns, and more. When businesses understand this information, they can tailor their solutions to echo customers’ unique needs and expectations, paving the way for long-lasting relationships.

Gathering Customer Insights

Understanding customer preferences is central to building a strong relationship with customers. Let’s look at some practical ways businesses can gather these invaluable insights:

  1. Engage in Conversations: Simply talking to your customers can reveal a wealth of information. It’s a casual yet effective way to discover what they like, what they don’t, and what they’re looking for in your products or services.
  2. Hold One-on-One Meetings: For more in-depth insights, consider scheduling individual meetings with key customers. This can be especially important in B2B, between C-Suite executives to foster and nurture existing relationships while learning more about what a customer is experiencing or needs. These can provide a deeper understanding of expectations, allowing you to tailor your offerings accordingly.
  3. Listen to the Sentiment: This can be as straightforward as paying attention to feedback on social media or as complex as using sentiment analysis tools to gauge overall customer opinion. Your customers are out there, talking. Sometimes about you. Make sure you’re listening and learning.
  4. Surveys: We’ve all seen the pop-ups on websites or in the self-checkout. Intrusive or interruptive methods like these require caution, as they can negatively impact the customer experience or lead to frustration that can skew customers’ actual perspectives, but done right they’re a relatively easy way to collect insights (data) across a broad spectrum of customers.
  5. Keep it simple: Just ask. Include a note in an email – how are we doing and how can we improve? Close out a phone call with the same question or ask what your customer is most excited or anxious about for the next quarter or year. Shake hands after a meeting and ask two or three insightful questions. Sometimes the formality or structure of “how will we collect the data” gets in the way of the initial goal – understanding your customer.

You can also learn a lot by monitoring customer purchases. As a product or serve you sell is more or less popular, what can you learn about why? Understanding trends and buying dynamics delivers insight into what’s important to customers. This information isn’t just handy for pinpointing where your marketing efforts should go; it’s also pivotal in refining your revenue model, focusing sales strategies or shaping strategies like incentives or loyalty programs that resonate with your customers.

Remember, understanding your customer is a combination of finding effective and meaningful ways to gather it, then putting what you learn into action or practice. The more we engage, listen, and connect with our customers, the better we can serve them.

Shaping Strategy with Customer Insights

Armed with an arsenal of customer insights, you’re now more capable to make strategic decisions that truly resonate with them. Let’s break down some ways customer feedback can shape the way you do business.

Business Strategy

The heart of any successful business strategy is a deep understanding of the customer. At ProCFO Partners this is one of the first conversations we have with a new client – what problems do you solve and for whom?

  • Product Development: Feedback can reveal what customers love about your products and where improvements are needed. This can guide new features, modifications, and even entirely new offerings.
  • Target Market Identification: Insights can help businesses identify new markets or segments where their products or services may be in demand, allowing them to strategically expand.

Marketing Approach

An effective marketing strategy hinges on speaking the customer’s language and meeting them where they are. Customer insights can help by:

  • Personalizing Campaigns: Use insights to tailor marketing messages to different customer segments. This ensures that the right message reaches the right people at the right time.
  • Channel Optimization: Customer feedback can reveal where your customers spend their time, allowing you to focus your marketing efforts on the most relevant platforms.

Sales Discussions

Sales teams can greatly benefit from customer insights by allowing them to better understand and serve potential clients. Here’s how:

  • Creating Relevant Proposals: Insights into customer needs and pain points can help sales teams create proposals that directly address these areas, making for a compelling sales pitch.
  • Improving Customer Service: Understanding a customer’s history and preferences can allow sales teams to provide a more personalized and satisfying experience.

Effectively, you’re able to create a more customer-centric operations. By actively listening to your customers and integrating their feedback into your business strategy, marketing approach, and sales discussions, you’re taking steps to ensure that your business is consistently meeting and exceeding customer expectations.


Customer data can be a powerful tool for businesses looking to improve their customer experience and increase revenue. By leveraging customer data, you can identify customer preferences, create strategies that respond to preferences, and shape how you do business. Customer insights can help you create tailored solutions that meet their needs and improve customer service. By understanding customer data and taking actionable steps to make the most of it, you can create meaningful solutions that improve customer satisfaction and ultimately increase revenue.

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