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CAPITALIZING ON CUSTOMER INSIGHTS

• In today's marketing environment, the proliferation of segments, channels, and product categories is forcing companies to identify and prioritize opportunities at the points where these components intersect in order to stimulate growth.

• But because most companies still regard customer insights as an isolated research capability, they can't obtain or integrate the information they need.

• A customer insights network helps marketers look at the world through a number of lenses and to develop proprietary information about customers.

• It's also vital to embed customer insights in the organization’s key decisions by restructuring brand and sales planning, new product development, marketing investments, and other business planning processes.

By The McKinsey Quarterly   Mailed 2006-10-24   

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