Charter UK is an instrumental part of a shift in attitude about customer insight, within major organisations in a variety of industries.
They are now realising that truly comprehensive customer insight comes from opinions that are expressed in many different ways. They are also understanding that it less productive and possibly even misleading to deal with these things separately.
Devising a system to get a genuine flavour of the voice of your customers is one thing – using that voice to work out who your customers are, and how to give them what they want, is something else entirely.
Charter Continuum can help you make the most of your customers' feedback by helping you incorporate it into the overall marketing strategy of your organisation.
What this means is that your customer services department can become a key partner of your marketing department, influencing strategy rather than simply being there to resolve complaints.
Continuum can help you understand how your company's actions affect customer behaviour, predict the future behaviour of customers, identify cross-selling opportunities and deliver specific communications based on individual purchase patterns.
One of the most important features of Continuum in terms of customer insight is that it can be configured to work with any IT system such as your business intelligence platforms. This can help you spot trends and act on them, resolving issues before they become fundamental problems or gaining insight that can be turned into opportunity.
Continuum can thus become an integral part of your organisation's set-up rather than an independent, isolated feature.
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