Shift your mindset from customer data collection to customer insights
The traditional approach of collecting customer data through customer surveys doesn't go far enough to give insights.
Customers leave a trail of data on social media sites and search engines. This data and the data you have from your own channels provides valuable customer insights which can be analysed for greater understanding. Keeping up with customer demands, understanding changing needs and trends is critical. You can get this information by predictive analytics and machine learning which helps you to keep up with your customers' activities and enables you to orchestrate your customer engagements successfully.