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If Your Customer Insight is Boring, You’re Analyzing It Wrong

2 min read
Employee Experience
If Your Customer Insight is Boring, You’re Analyzing It Wrong

Looking at raw customer experience data can be daunting – but analyzing it should never be boring.

Your customer data contains valuable insights businesses can use to deliver a unique brand experience that generates loyalty and differentiates your brand from your competitors.

Customer data can help you:

  • Improve customer satisfaction
  • Increase revenue
  • Reduce customer churn
  • Discover better ways for your teams to collaborate

Think about customer data gathering and analysis as a continuous process of discovery, where the end result is data-based business improvements.

Spreadsheets Won’t Get You Very Far

Manually analyzing customer data is overwhelming – and it’s not very effective. Today there are much better ways to analyze and report data than an Excel spreadsheet.

Using a tool like QuestBack, you can drill down into the data and discover likes, location, spending habits and much more. This turns data into actionable customer insights that help empower your sales team, improve your company’s customer service and improve marketing ROI.

Uncovering Hidden Insights

To get a holistic view of the customer experience, you must gather customer feedback at every point on the customer’s end-to-end journey.

Once you’ve gathered your data, a robust survey and feedback management system will let you test that data and compare it to different views. it lets you explore your data in different ways and hidden insights or discover trends you wouldn’t otherwise detect.

The insights uncovered from customer data translate into opportunities and innovation to:

  • Improve your products and services: Incorporate customer feedback to prioritize new product launches, create new services and identify new customer needs.
  • Increase your customer engagement: Customer experience data can help you improve your messaging, connect with customers on a more personal level and help you discover the right cadence for communication.
  • Uncover opportunities and gaps in the market: Your sales team will appreciate the ability to score leads, the understanding of when and how customers want to be followed up with, and the knowledge of what to buy signals to listen for.
  • Improve customer service: Data-driven customer insights help your customer service team solve problems before they cause customer attrition.


There is nothing boring about customer data – if you use it right. When you have the right tools to analyze it, customer data becomes an irreplaceable source of insight and competitive edge.

From marketing to sales to decision-making, paying attention to what your customer data is telling you can help your business lower costs, increase sales and spread brand loyalty. Don’t let it go to waste.

Want more? 

To see how your business can profit from smarter customer analytics, why not try Questback for free today?

To ask a question, or comment on this article, Meet us over on Twitter or LinkedIn, we’d love to hear from you!


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