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Turning Data into Intelligence

Posted By ESA Communications, Tuesday, September 25, 2012

Every day, our member companies take information from customers and turn it into intelligence they can use to attract new business. The process has been around forever, though in today’s electronic world, the means to gather data have increased, as has the speed in which it can be pulled together.

There are many tools available to augment this type of research, including tools available on the Internet that allow you to connect with customers and find out what’s working for them or what new services they’d like you to offer. Two of these are Survey Monkey and Quick Surveys. Search online and you’ll find them.

Customize them to your business. A recent report from Oracle says that 90% of retailers are collecting 98% more data than they were two years ago. Though companies in our industry aren’t retailers, the same statistics should closely apply to us: We need to gather information and use it effectively. One finding that Oracle points out in its report is the struggle companies have in turning the data into intelligence.

We can relate. As our industry continues to change, we have to find ways to not just pull in new information, but dig into it to find useful nuggets. It’s incumbent on individual companies in our industry to take steps in this direction. We encourage you to look into these tools and find out what your customers are thinking and what they predict their future needs will be.

Remember, assuming that what you sold today is what tomorrow’s customer will want no longer fits today’s paradigm. So, talk to your customers – you might discover a new direction for your company in this quickly-evolving technological environment.

Tags:  customer  data  survey 

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