Know Your Customer – Analytics as Competitive Advantage


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We often have a conversation with an existing client or a prospective client about their desire to go to the “next level” and helping them clarify what that means to them and their business. A major part of that conversation is knowing were your business currently stands and that leads to an understanding of what you already know about your customer.

Customers are more complex – and harder to understandthan ever. We have had several years of economic upheaval, new technology bursting on the scene almost daily, and changes occurring in buying habits. Customers are more demanding and much better informed with the free access to information. Customers are the ones empowered.

Their loyalty is increasingly elusive as they look for faster solutions but strive to find that long term business partner – one that provides value in addressing their needs and desires.

Change breeds uncertainty and having a trusted set of systems and processes that provide customer analytics is an emerging competitive advantage. Customer analytics derived from an integrated framework can help direct your organization’s growth agenda. Knowing more about your current customer base and the reasons they buy, the reasons they remain loyal – are part of the insights that can be gained to shape better decisions, faster and easier.

Analytics can deliver a significant payoff. Research confirms that high-performing businesses are 5 Times more likely to use analytics strategically than low performers. Note: Visit for a PDF download.

Turning data into actionable insight is increasingly essential – and increasingly difficult. Next week and in future articles we’ll delve into principles and tools that are effective in launching or extending your customer analytics initiatives.

By knowing your customer better you gain a competitive advantage. Having a customer-centric mindset and strategy is the foundation and a CRM system is an enabler to get your business to the “next level.”

Republished with author's permission from original post.

Dick Wooden
CRM specialist to help you get the answers you need with sales, service, and marketing CRM software. I help mid-sized businesses select, implement and optimize CRM so that it works the way their business needs to work. My firm is focused on client success with remarkable customer experience, effective marketing and profitable sales using CRM strategy and tools.


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