KPMG International’s groundbreaking Customer Insights program identifies the complex drivers of choice that open and close the customer wallet. It details insights on how the seismic influences of continued technological disruption, erratic socio-political and economic shifts, and enhanced mobility are upending fundamental beliefs around what drives consumer behaviour.
Leveraging insight from the wider network of information will enable organisations drive further competitive positioning across the market. As today it is acknowledged that the knowledge about customers goes far beyond transaction data. But the primary question is ‘how do organisations’ tailor offering to customer needs without invading privacy?’
The key to deriving value from customer metrics lies in taking a holistic view, developing a deeper understanding of customer motivation and behaviour and embedding customer-centricity across the organisation.
This research led report finds that, by misjudging attitudes to privacy and the use of personal data, companies risk alienating customers and losing their trust.
How can we predict when a crowd is close to panic – and take steps to stop the situation getting out of hand? Or how might we schedule customer communications to prompt a purchase at just the right moment, without being too obvious or annoying?
Customer metrics can be the catalyst for genuine change. But unless analysed properly, insights can be misleading rather than helping drive performance.
Organisations must fully integrate customer analytics and segmentation into all decision making to harness their full potential.
16 minute read
by Peter Bull
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