Posts under ‘Customer Insight’

“Food is the moral right of all who are born into this world,” said Norman Borlaug, father of the “Green Revolution.” Borlaug, who passed away late last year, received the Nobel Peace Prize in 1970 for his work in fighting world hunger by developing high-yielding wheat crops and bringing agricultural improvements to developing countries.

In a complex purchase decision process for highly engineered products or services, your prospect’s journey from awareness to purchase may not occur with uniform speed. We often assume that this path is a straight line, and we invest our resources uniformly based on this uniform assumption. But greater insight into your customer’s buying experience may yield some […]

We often find many marketers tend to think they need huge budgets and a lot of customers involved to obtain any useful feedback on their products or services.

How well do you know your customers? Are you offering them an optimal online experience based on their goals, motivations and perspectives? What might the results be if you improved that experience?

Privacy has always been a significant issue for marketers. And with technology allowing us to get better and better at obtaining, processing and storing explicit and implicit information about prospects and customers, the importance of privacy – and our respect (or lack thereof) for it – is set to escalate.

The Internet has increased everyone’s opportunities. Everyone, arguably, except for those in sales. Separated by bits and bytes, and potentially thousands of miles, a prospect is too often an unknown entity to the salesperson. The salesperson has no way of knowing if the person is a troll or a truly hot sales lead. They deal […]

The CMO Council reports only 6% of marketers claim to have an excellent understanding of their customers. That’s a staggering statistic, and it reveals a significant weakness among 94% of your marketing peers. It also represents a huge opportunity: with a deeper understanding of what makes your customers tick, you’ll turn your competitors’ weakness into your advantage as you make smarter customer-centered marketing investments.

I know all I need to know about our customers. I grew up on a farm. I keep in touch with my college friends still farming. I talk to customers about my products all the time…

Sound like you? Or your peers? There are two types of organizations involved in product development and marketing for today’s agricultural producer - those who base their decisions on these kinds of statements, and those who recognize their limitations.

When each team member uses their individual experiences and beliefs to make decisions, there is potential danger:

The last few years have seen significant advances in the general business competency around user experience design and usability. Prodded by industry analysts such as Forrester, and enabled with a growing suite of compelling assessment tools applied both in the laboratory and on the server, executives have begun to understand the strategic business importance of getting customer experience right.

This is the eighth in a series of articles examining ways to thrive, not just survive, in 2009.
In a recent poll of 450-plus marketers globally, The CMO Council found that only 6% of marketers claim to have an excellent understanding of their customers when it comes to demographic, behavioral, psychographic and transactional data. (Source: Business Gain […]