Customer Insights

Updated on March 26, 2024
Article byKhalid Ahmed
Edited byKhalid Ahmed
Reviewed byDheeraj Vaidya, CFA, FRM

What Is Customer Insights?

Customer insights refer to interpretations of consumer behaviors, feedback, and data to make decisions concerning the improvement of services, products, and consumer experiences. It serves to develop and improve products to fulfill customer demands, enhance customer experiences holistically, and refine marketing strategies.

Consumer Insights

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It can be collected through various sources like market research, consumer analytics, and consumer data. Companies use these insights to improve consumer contentment plus long-term loyalty and devise focused and customized marketing promotions. Moreover, it helps in making informed decisions and business strategies regarding pricing models and maximizing market share and revenues.

Key Takeaways

  • Customer insights comprise consumer behavior analysis, feedback, and data to make decisions for enhancing services, products, and customer experiences as a whole.
  • It has various types like internet reviews, reviews of rivals, data buying, consumer feedback, socio-demographic information, personal hobbies and lifestyle, consumer satisfaction analytics, consumer retention analytics, and customer journey analytics.
  • It does a lot of functions for businesses, like analyzing brand effects, understanding customer preferences, facilitating targeted marketing, improving customer satisfaction, acting as a competitive tool, and enhancing the market survival and bottom line.
  • It focuses on future business development and growth, whereas market research aims at past and present events of growth and development.

Customer Insights Explained

Customer Insights is stated as a process of creating a 360-degree picture of consumers to understand market demand and evaluate a brand’s influence upon buying decisions and how it compares against the rivals. It aids businesses in eliminating uncertainty in understanding customers’ demands for products. It also allows companies to increase revenue growth, form an optimal portfolio approach, and execute a marketing mix that is consumer-centric.

Moreover, it is derived from qualitative and quantitative data sources containing customer analytics, market, and website metrics. It has become crucial for companies to make customer profiles, personalize messages, and improve customer experiences. They identify market gaps and transform consumer experiences.

It helps businesses know about the areas of improvement in identifying customer behavior and needs. On the whole, insights about customer needs and preferences help firms make wise decisions and steer profitability and growth. Businesses may anticipate client demands, improve marketing tactics, and customize experiences by employing data and statistical algorithms to forecast future behavior and trends. Hence, the customer insight framework is an ongoing process that evolves with changing customer behaviors and market dynamics. Thus, making it a crucial component of strategic decision-making for businesses across various industries.

Thus, this focuses on comprehending how consumers interact with goods or services. This includes their decisions to buy, how they use the items, and how they interact with them at different touchpoints.


Customer insights play an important role in forming business approaches for loyal customers, brand building, and higher revenues by using the following types:

  • Internet-based reviews: Comprise all the opinions and feedback shared on social media, forums, and websites.
  • Reviews on rivals: Assessing reviews about competitors provide ample avenues to understand the weaknesses and strengths of one’s rivals.
  • Buying data: Customer transactions, purchase frequency, and history are included in it.
  • Consumer feedback: Customer surveys plus service interactions form feedback, providing deep, valuable insights regarding consumer preferences and needs.
  • Socio-demographic data: It contains information on factors that can affect customer choice and behavior, such as gender, age, miscellaneous demographic data, and income.
  • Personal lifestyle and hobbies: Customers’ lifestyles and interests guide relations in customizing their product offerings and marketing promotions.
  • Consumer satisfaction analytics: Businesses can identify room for improvement and increase customer experience as a whole.
  • Analytics on Consumer retention: It involves identifying strategies and comprehending customer loyalty for customer retention.
  • Consumer journey analytics: It comprises customer journey tracking from initial engagement to purchase, aiding businesses in maximizing customer experience.


Let us use a few examples to understand the topic.

Example #1

Check out this report published on November 30, 2023, regarding Microsoft’s Dynamics 365 customer insights, which was launched at Microsoft Inspire 2023. Microsoft customer insights, being a customer insights tool, mixes journey orchestration tools with a customer data platform (CDP). It was launched in September 2023 but has evolved since then. It had introduced copilot and features capabilities for reduced data silos and increased team efficacy and productivity.

Its toolkit offers data analysts the ability to unify data on behavior, transactions, and demography, giving an overall view of the customer journey. The copilot allows analysis of customer information, building journey maps, and forming segments. The product contributes to aligning marketing, service, and sales teams, providing personalized help, and streamlining content creation. As a result, any marketing company, marketer, or customer insights analyst can easily extract rich consumer profiles, policy management, omnichannel interaction, analytics, and orchestrated customer journeys.

Example #2

Let’s say, a retail bank might leverage customer data analysis to understand spending patterns, saving behaviors, and preferred banking channels. By identifying these trends, the bank can offer targeted financial products, such as personalized savings plans or credit card rewards aligned with individual spending habits. Moreover, insights derived from customer feedback and interactions with digital banking platforms can inform technology enhancements, ensuring a seamless and secure online banking experience.

 This customer-centric approach not only fosters loyalty but also positions the financial institution as responsive to the evolving needs of its clients. By integrating these insights, financial institutions can build trust, enhance financial well-being, and ultimately strengthen customer relationships in an industry where personalized and trustworthy services are paramount.


It has numerous benefits for businesses, as mentioned below:

  • It helps to analyze the effect of the brands on purchasing rivalry and decisions.
  • Used in customer and marketing relations.
  • Offers ways to understand customer opinions, behavior, preferences, and needs.
  • Facilitating targeted marketing and personalized campaigns for firms.
  • Improves consumer satisfaction.
  • Has embedded analytics on journey, satisfaction, and customer feedback, socio-demographic information of customers.
  • Adds to the healthier bottom line.
  • Acts like a vital tool for being competitive in the market.
  • Helps to survive deadly competition in markets.

All the above helpful insights steer businesses towards sustained business achievement and increased consumer relationships.

Customer Insights vs Market Research

Both are related to marketing but have certain differences, as per the table below:

Customer InsightsMarket Research
They refer to a deep understanding of customer behavior, by analyzing various data sources.Market research is the practice of doing direct research with potential customers to assess the viability of a new service or product.
focuses on future business growthHas its focus on past and present.
Recommends in a multi-disciplinary manner.Answers specific questions for the business
Utilizes a variety of sources of data.Every data source has to be analyzed separately.
Works fluidly in combination with marketing.Contributes mostly to marketing
These, works at the micro-level.It, works at the macro level.
Focuses on reasons and recommendations on findings.It centers on findings.
Provides access to dashboards.Only builds research database.

Frequently Asked Questions (FAQs)

1. How to get customer insights?

To get insights into customers, one can conduct surveys, evaluate consumer data, and put to use tools such as customer relationship management or CRM systems. One can also track customer interactions and analyze social media like Twitter and Facebook for the same.

2. What does a customer insights manager do?

The manager performs the job of market trend analysis and data interpretation and offers action-taking recommendations after generating insights. They make the company fully aware commercially, shape strategies for the company, and push for ultimate customer satisfaction.

3. What does a customer insights analyst do?

Such analysts function to examine trends, analyze data, and give tremendously valuable market insights. Moreover, they play a critical role in explaining consumer behavior and guiding product development to support business decisions.

4. What are the 6 techniques of customer insight?

– Reading reviews
– Surveys and questionnaire
– Interviews
– Social media and listening
– Analytics and data analysis
– Observational research

This article has been a guide to what is Customer Insights. Here, we explain its examples, importance, types, and comparison with market research. You may also find some useful articles here –

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