There isn’t one best way to best understand your customers but whatever you choose, it really needs to start with understanding their behaviors. For example, your customer has decided to leave and you have a way to capture the reason why. When they say price… do you accept that? Or do you realize that price really means something else – such as “Budget – something in my life has changed and I need more money in my budget, so this has to go or I need a cheaper price” or “Value – I just don’t see the value in this vs. what I have to pay”. Neither of those are actually price – they are root causes of the price top level statement.
So being able to dig into the behaviors of your customers and understand why they do what they do is incredibly valuable. In this way, you can really flesh out customer segmentation and work on developing personas or mental models that can actually give you actionable customer insights to drive decision making and strategy development. And this part of a customer experience program can be very fun – I always enjoying digging in and understanding customers. How about you?
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