What is Customer Insight? - 日々是弥縫

下線は私が引きました。

In its most evolved state, customer insight means taking a new look at a customer segment, seeing things that no one else has noticed and then turning that knowledge into competitive advantage. "It is a fresh understanding about a customer that is not obvious to others," says Mohanbir Sawhney, the McCormick Tribune professor of technology and director of the Center for Research and Innovation at Northwestern University's Kellogg School of Management.

誰も気がつかないうちに気づき、それを競争優位性に変える。まあ。当然といえば当然だが、どうやって気がつくかが問題だろう。

その一例としてIPodをあげている（略）．

Why are such insights gaining importance now?
Primarily because globalization and ever-increasing competitive pressures are leading to faster-than-ever commoditization of products and services. "Customer insights have the potential to provide competitive advantage and differentiation," says Sawhney.

コモディティ化が急速に進むからという理由ですね。

How do marketers prospect for customer insight?
Customer insights derive from qualitative, not quantitative data, according to Sawhney. "You only need one data point to glean a customer insight," he says. For example, primatologist Jane Goodall had only to see chimpanzees using sticks to "fish" for ants to infer that chimps use tools. Technology can play a role: Analyzing customer databases can certainly yield value and validate a customer insight. But capturing insight is largely a matter of watching and listening to customers in their natural environment. This observation has to be carried out by intelligent human beings.

　インサイトは、量的なデータだけではなく、質的なデータから得られるということも重要だろう。インサイトを捉えるには、技術（データマイニングとか、テキストマイニングのことだろうか？）も重要だが、普通の状態（←これはむずかしいだろうなぁ。突然のインタビューでも身構えるだろうし、調査しますからといったのでは普通の状態でなくなる→血圧を計る時に、リラックスして緊張しないで下さいと言われれば言われるほど血圧が上がるようなものだな）で顧客を観察し意見に耳を傾けることも大切だ。

　でもなぜ、顧客ばかりに聞くのだろうか。もう一人インサイトを捉える時に強力な助っ人がいるのだが、誰も指摘しないなぁ。でもこれは業務上の秘密なので言えません。(^_^)v

"A lot of marketers think if they could get better customer insight they could improve their service and customers would be more loyal. But customer insight isn't just what you learn about the customer this minute. It's what you remember about that customer and apply to future interactions," she says.
Some companies knock themselves out to provide excellent customer service. What they don't do is capture what they learn about the customer in each interaction so that knowledge can be applied thoughtfully to the next exchange.

インサイトを知識化して、それを次の取引とかサービス提供に使うということをわざわざ述べているが、当たり前のことだと思うのだが。こんなことをわざわざ述べる意味はどこにあるのか。少し考えてみなければ。

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