How To Gather Customer Insights In Retail

Surveys can serve an important purpose. We should use them to fill holes in our understanding of the customer experience or build better models with the customer data we have. As surveys tell you what customers explicitly choose to share, you should not be using them to measure the experience. Surveys are also inherently reactive, surface level, and increasingly ignored by customers who are overwhelmed by feedback requests. This is fact. There’s a different way. Some CX leaders understand that the most critical insights come from sources customers don’t even realize they’re providing from the “exhaust” of every day life with your brand. Real-time digital behavior, social listening, conversational analytics, and predictive modeling deliver insights that surveys alone never will. Voice and sentiment analytics, for example, go beyond simply reading customer comments. They reveal how customers genuinely feel by analyzing tone, frustration, or intent embedded within interactions. Behavioral analytics, meanwhile, uncover friction points by tracking real customer actions across websites or apps, highlighting issues users might never explicitly complain about. Predictive analytics are also becoming essential for modern CX strategies. They anticipate customer needs, allowing businesses to proactively address potential churn, rather than merely reacting after the fact. The capability can also help you maximize revenue in the experiences you are delivering (a use case not discussed often enough). The most forward-looking CX teams today are blending traditional feedback with these deeper, proactive techniques, creating a comprehensive view of their customers. If you’re just beginning to move beyond a survey-only approach, prioritizing these more advanced methods will help ensure your insights are not only deeper but actionable in real time. Surveys aren’t dead (much to my chagrin), but relying solely on them means leaving crucial insights behind. While many enterprises have moved beyond surveys, the majority are still overly reliant on them. And when you get to mid-market or small businesses? The survey slapping gets exponentially worse. Now is the time to start looking beyond the questionnaire and your Likert scales. The email survey is slowly becoming digital dust. And the capabilities to get you there are readily available. How are you evolving your customer listening strategy beyond traditional surveys? #customerexperience #cxstrategy #customerinsights #surveys

Sales BANNED product managers from talking to customers. Sounds insane, right? But it happens all the time. I once worked with a product manager who never talked to customers. Not because they didn’t want to—because they weren’t allowed to. ❌ "We already know what customers want." ❌ "You’ll slow down the deal." ❌ "Just read our notes." So they built features based on secondhand feedback. Guess what happened? Most of them flopped. PMs don’t fail because they’re bad at their job. They fail because they’re set up to fail. How do you fix this? Here’s what actually works: 🚀 1. Reframe the conversation—Make it THEIR win, not yours. -> Sales and CS think PMs will waste their time. -> Instead of asking for access, show how you make their job easier. -> Example: “I want to refine our onboarding flow so Sales closes faster. Can I sit in on a few calls to hear what’s blocking conversions?” 💡 Make them see customer conversations as an advantage, not a burden. 🎯 2. Find your "backdoor" to customers. If direct calls are off-limits, use other channels to gather raw insights: -> Customer Support tickets – Look for recurring frustrations. -> Win/loss interviews – If Sales does these, join them. -> Onboarding sessions – Where do customers struggle early? -> LinkedIn & social media – Customers vent online. Engage. -> Exit surveys – Why do churned users leave? 💡 The best PMs don’t wait for permission—they find ways to listen. 🔥 3. Start with high-impact, low-friction wins. Big requests (e.g., “Let me interview 20 customers”) get rejected. Instead, start small: -> “Can I shadow 1-2 calls this week?” -> “Can I review support chats and flag insights for you?” -> “Can I debrief with you after big calls?” 💡 Small wins build trust. Trust builds access. 📊 4. Prove impact—Show how PM insights drive results. -> Track how customer conversations lead to better product decisions. -> Example: “After shadowing calls, we fixed [X issue], which increased conversions by 15%.” vThe more success stories you share, the more buy-in you get. 💡 If they see a direct business impact, they’ll want you talking to customers MORE. Final thought The best teams don’t block customer access—They make it a priority. 🚨 Save this for the next time someone says “just read the notes.” — 👋 I'm Ron Yang, a product leader and advisor. Follow me for insights on product strategy + leadership.

Have you ever tried to experience your products as a customer? I did, and it changed everything. By becoming a customer of a division I led, I lived through the customer journey firsthand and discovered insights that revolutionized my business approach. As leaders, it's easy to assume we know what our customers want and need. But how often do we leave our roles and experience our products and services as they do? Trust me, becoming your own customer is a total game-changer. Here's how you can start your own customer journey: 1. Order a Product and Track the Entire Process:   ~ Are the purchasing and shipping options clear and convenient?   ~ Does the tracking information keep you informed and at ease?   ~ Does the product arrive as promised, meeting or exceeding your expectations? 2. Engage with Customer Service:   ~ Are there multiple channels to reach out for help?   ~ Do the representatives provide knowledgeable, friendly, and efficient support? ~ How long do you wait in cue, or are you transferred to different departments?   ~ Do they go the extra mile to ensure your satisfaction?   ~ If you need to call, have a friend do it to ensure unbiased feedback if your voice might be recognized. 3. Navigate Your Digital Presence:   ~ Is your website intuitive and easy to use?   ~ Does your mobile app offer a seamless and engaging experience?   ~ Could you quickly find the necessary information and complete their desired actions? 4. Dive into Your Product & Process Documentation, even in the form of online FAQs:   ~ Are the manuals and guides comprehensive yet user-friendly?   ~ Do they anticipate and address common questions and concerns?   ~ Are they visually appealing and easy to follow? 5. Once Received, Unbox and Experience Your Product:   ~ Does the packaging protect the product and create a positive first impression?   ~ Is the unboxing experience memorable and shareable?   ~ Does the product itself meet or exceed the promised quality and functionality? By immersing yourself in your customer's world, you'll gain knowledge that no survey or focus group can provide. You'll find opportunities for improvement, spot areas where your company shines, and deepen your appreciation for your customers's perspectives. This is not a one-time learn-and-burn event; it takes time and commitment. So, leap and become your own customer. Embrace the journey, learn from it, and let it guide you in creating exceptional experiences that set your business apart. Check your company's return policy before you start. ;) Ready to walk in your customers' shoes? Please share your experiences, and let's inspire each other to build customer-centric cultures that drive success! #CustomerExperience #BeYourOwnCustomer #LeadershipLessons

I often say: Focus on psychographics (values, interests) Over demographics (age, gender, income) The tough part? Gathering psychographics (without being creepy or invasive.) It's easier to rely on demographics. They're: - painless to gather - straightforward - easy to analyze - quantifiable But it's a mistake to depend on them. A costly one. They're a weak data point. The role they play in purchase decisions? Smaller than many marketers think. Psychographics are much more useful. And easier to collect than you think. Here's how I do it: 👉 Customer surveys Ask direct questions about values, interests, and the purchase process. 👉 Social listening Analyze what your audience is saying in comments, reviews, and posts. Look for patterns in their language, pain points, and values. 👉 Website behavior Track which pages customers visit, what content they engage with, and how they navigate your site. 👉 Customer interviews Understand the customer buying process — from the first moment a customer noticed a problem in their life through purchasing your product (and ideally your product solving their problem). 👉 Community engagement Host webinars, engage in online groups, read and respond to customer comments. Learn your target market's pain points and how they phrase those pain points. 👉 Analyze reviews and testimonials Look for recurring themes in what people say about your product — or your competitors'. Psychographics give you: - customer behavior insights - voice-of-customer data - value props - pain points It's priceless info. Use it to hone your messaging, offers, marketing, design, and product. #marketing #customerinsights #strategy

🎯 "The best salespeople ask good questions." But what if AI could help you ask the PERFECT questions at scale? Tomorrow on the GTM AI Podcast, I have Lihong Hicken joining me, the CEO of TheySaid | World's 1st AI Survey shared a brilliant framework for using AI surveys to both book meetings AND deeply understand your customers: Here's her fascinating approach: 1. Start with the Money Question "I ask sales teams: What's the ONE question that tells you if this is a good lead or not?" Real example she shared: ❌ Don't ask: "Are you interested in outsource development?" ✅ Instead ask: "How satisfied are you with your current outsource development agency?" 2. Let AI Go Deeper The AI then: - Explores pain points - Uncovers specific challenges - Discusses potential solutions - Books meetings with qualified prospects 3. Train AI Like Your Best SDR "You don't want a general AI chatting with your customer. You want it to be YOUR employee." She programs the AI to: - Use company messaging - Focus on specific value props - Route enterprise vs. SMB leads differently - Book directly into the right rep's calendar 🎯 The brilliant part? While booking meetings, you're simultaneously gathering intelligence about: - Customer satisfaction - Common pain points - Buying triggers - Product gaps She is thinking outside the box and leverage her own AI survey tech to do things that could not have been done before, like: Pipeline Generation & Sales: - Using AI surveys as an outbound prospecting tool - Converting research requests into sales opportunities - Qualifying leads through AI-driven conversations Customer Intelligence: - Getting honest feedback through AI conversations vs. human interactions - Capturing customer sentiment at different journey stages Win/Loss Analysis: - Moving from annual to continuous feedback collection - Reducing analysis costs (from $20-50K to $150) Upsell Strategy: - Moving from "sitting duck" to proactive upsell approach - Identifying expansion opportunities through AI conversations Customer Experience: - Creating engaging survey experiences vs. traditional methods - Using AI for continuous customer pulse checks Product Development: - Using customer feedback for feature prioritization - Understanding pricing expectations Market Research: - Reducing research costs and timeline - Getting both quantitative and qualitative insights Operations Efficiency: - Automating feedback collection - Reducing need for large BDR teams So excited to show this to you all and I may or may not have an example survey for you to test the tech out on yourself! Drops tomorrow ;)

There’s one customer insight your analytics can’t tell you.. What they almost bought instead... You know what people did buy. But what about the product they almost clicked? Or the one they added, then removed? That’s the most powerful conversion insight you’re not using. Try this: Exit intent survey: → “Was there something else you were considering but didn’t get?” Or: Post purchase follow up: → “We’re curious, did you almost choose a different product before buying X?” Then segment your next emails by those near misses. Examples: • “Still curious about Y? Here’s how it compares to what you bought.” • “You passed on Z, here’s what others said after giving it a shot.” Buyers are complex. If you don’t study the close calls, you’ll miss the big picture.

What sets you apart from ALL the other products in your category?? It’s more than just your product. It’s about understanding your customer better than anyone else. With Enavi’s Customer Canvas, we don’t rely on assumptions.  We help you build detailed, human-first insights into: → What truly motivates your customers: Are they driven by convenience, prestige, or solving a problem? → What’s causing friction in their decision-making process: Is it confusion around pricing, uncertainty about product benefits, or trust issues with your brand? → How to create a seamless customer journey across every touchpoint: Are there gaps in their journey? Do they struggle with navigation, or lose momentum before checkout? We’re driving improvements across your entire business — from marketing to product development. How? We’re not just tracking clicks. We’re uncovering their motivations. Understanding their pain points. Delivering insights that transform every aspect of your marketing strategy. Not just your on-site experience. Be honest… do you REALLY know: — Motivations: What brings customers to your store?  Is it emotional, practical, or social factors that drive them? — Anxieties: Where are they getting frustrated or confused?  Why do they hesitate before making a purchase? — Behavioural Triggers: What’s the final nudge that pushes them to buy?  Is it a discount, a sense of urgency, or something else entirely? My guess is no. To gather this depth of insight, we use qualitative research tools like: 1. Post-Purchase surveys: Asking questions like: “What made you choose this product?” “What almost made you leave without purchasing?” 2. Customer interviews: Delving into their decision-making process with open-ended questions like: “When did you realise you needed this product?” “What would make you feel 100% confident in your purchase?” 3. Review mining: We analyse what customers are already saying, the praises and complaints. We use these to identify recurring themes in their desires and frustrations. 4. Support ticket analysis: We look at common complaints and issues that arise in customer support.  These often reveal hidden blockers in the customer journey that might not be obvious from the data alone. 5. Competitor benchmarking: What are your competitors doing right or wrong? And how can we leverage that insight to give you a competitive edge? And here’s what makes this approach so powerful: the Customer Canvas is not a static report. It’s a living, breathing document that evolves as your business — and your customers — change. Every update, every new product launch, every marketing campaign feeds into this evolving understanding of who your customers are and how best to serve them. Now, ask yourself: Are your current CRO tactics producing the real results you deserve? If not, it’s time to try something different. The Enavi Human Obsessed CRO is your answer.

CSAT measurement must be more than just a score. Many companies prioritize their Net Promoter Score (NPS) as a measure of Customer Satisfaction (CSAT). But do these methods truly give us a complete understanding? In reality, surveys are not always accurate. Bias can influence the results, ratings may be misinterpreted, and there's a chance that we didn't even ask the right questions. While a basic survey can indicate problems, the true value lies in comprehending the reasons behind those scores and identifying effective solutions to improve them. Here’s a better way to look at CSAT: 1. Start with Actions, Not Just Scores: Observable behaviors like repeat purchases, referrals, and product usage often tell a more accurate story than a survey score alone. 2. Analyze Digital Signals & Employee Feedback: Look for objective measures that consumers are happy with what you offer (website micro-conversions like page depth, time on site, product views and cart adds). And don’t forget your team! Happy employees = Happy customers. 3. Understand the Voice of the Customer (VoC): Utilize AI tools to examine customer feedback, interactions with customer support, and comments on social media platforms in order to stay updated on the current attitudes towards your brand. 4. Make It a Closed Loop: Gathering feedback is only the beginning. Use it to drive change. Your customers need to know you’re listening — and *acting*. Think of your CSAT score as a signal that something happened in your customer relationships. But to truly improve your business, you must pinpoint the reasons behind those scores and use that information to guide improvements. Don’t settle for simply knowing that something happened, find an answer for why it happened. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling