Gartner Research

Customer Understanding and Insights Primer for 2017

Published: 10 August 2017

ID: G00336022

Analyst(s): Anna Maria Virzi , Christi Eubanks

Summary

Understanding customer behavior, their preferences and their voice is a prerequisite for customer-first marketing. Market insights leaders focused on data and analytics can use Gartner's 2017 research to increase their customer intelligence quotient and produce insights that drive growth.

Table Of Contents

Scope

Analysis

  • Top Challenges and How Gartner Can Help
    • How can you build an accurate, complete view of customers?
    • How do I drive customer understanding and insights throughout the organization?
    • How can I capture the voice of the customer and generate customer-insight-driven strategic recommendations?
    • How can I use segments and personas to develop a deeper understanding of my customers?
    • How can I use data to develop a better understanding of the customer journey?
    • How is B2B buying behavior changing?
    • How can I improve the quality of customer insights operations?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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