How Customer Data Can Inform Service Design

Track customer UX metrics during design to improve business results. Relying only on analytics to guide your design decisions is a missed opportunity to truly understand your customers. Analytics only show what customers did, not why they did it. Tracking customer interactions throughout the product lifecycle helps businesses measure and understand how customers engage with their products before and after launch. The goal is to ensure the design meets customer needs and achieves desired outcomes before building. By dividing the process into three key stages—customer understanding (attitudinal metrics), customer behavior (behavioral metrics), and customer activity (performance metrics)—you get a clearer picture of customer needs and how your design addresses them. → Customer Understanding In the pre-market phase, gathering insights about how well customers get your product’s value guides your design decisions. Attitudinal metrics collected through surveys or interviews help gauge preferences, needs, and expectations. The goal is to understand how potential customers feel about the product concept. → Customer Behavior Tracking how customers interact with prototype screens or products shows whether the design is effective. Behavioral metrics like click-through rates and session times provide insights into how users engage with the design. This phase bridges the pre-market and post-market stages and helps identify any friction points in the design. →  Customer Activity After launch, post-market performance metrics like task completion and error rates measure how customers use the product in real-world scenarios. These insights help determine if the product meets its goals and how well it supports user needs. Designers should take a data-informed approach by collecting and analyzing data at each stage to make sure the product continues evolving to meet customer needs and business goals. #productdesign #productdiscovery #userresearch #uxresearch

Wondering how to design a Scaled Customer Success motion? Leverage your data and reverse engineer what your customers need. Take the customers that you already know are successful, and look at their data to identify what a successful customer journey looks like. We keep the customer at the center, and use the data we have available to better understand our customers en masse. As you look at the data, you might find information that surprises you. Doing a regression analysis across customer data will tell you surprising things around signals that indicate growth potential as well as risk. You might find that the feature you thought was most "sticky" isn't actually used all that much by your growing and successful customers. You might find that the data that correlates to successful business outcomes for customers isn't at all what you would have guessed. After you've looked at this data and put on your detective hat and asked it good questions, you're ready to begin mapping out how to achieve those results at Scale. Start with what channel you're going to use. You can decide what is best delivered via digital channels vs human channels so that customers can grow and better accomplish their goals. You can identify where your CSMs can best spend their time in strategic human intervention as risk mitigation or growth acceleration as they help customers achieve their desired outcomes. You keep customers at the center by listening to what they're telling you: both in what they say and what they DO. That's what data can help you understand: what it is that your customers are actually doing. And then as you build out this Scaled motion, constantly go back to the data and get a better understanding if what you're doing is accomplishing the goals you're looking for. Don't make assumptions, be willing to look at the data and see the results. Because the only thing worse than not having data you need, is ignoring the data you have because you're too comfortable with what you're already doing. #CustomerSuccess #SaaS #Data #DigitalCS

Transport for London (TfL) supports nearly 24 million journeys every day. With that scale comes immense pressure to deliver reliable, timely, and customer-centric services in an environment defined by aging infrastructure, constrained budgets, and rising public expectations. By bringing customer engagement and data capabilities in-house with Salesforce Marketing Cloud, TfL unified data, #communications, and operations on a single platform. This shift enabled faster, more consistent, and more targeted communications, supporting approximately 240 million emails annually, while ensuring customers received the same real-time information across channels, especially during planned works or unexpected disruptions. TfL has moved from reactive updates to proactive, #personalizedengagement based on real travel behavior, helping customers plan ahead, navigate disruptions, and make more sustainable travel choices. Internally, teams gained a single source of truth, greater agility, and clearer insight into evolving travel patterns, enabling better service planning and stronger public #trust. For #government leaders everywhere, the lessons are clear: a unified data strategy is foundational; personalization builds trust when it delivers real public value; real-time, consistent information strengthens confidence; and owning your data and platforms unlocks agility at scale. TfL’s journey shows how data, paired with the right #platform, can transform public service delivery. https://lnkd.in/eGwVwzPa

Most dealership campaigns miss the mark for one reason: They start with a guess not the data. Marshall Goldsmith’s Triggers hit me with a truth that applies directly to AI and customer data: We don’t get better by knowing what to do. We get better by managing the environment so it actually happens. Goldsmith summed it up in four words. We use them to help dealers see what their customer data is really saying, and where the real opportunities are hiding: Create. Preserve. Eliminate. Accept. CREATE – If there’s no tension, you’re not starting big enough. When the data shows customers ignoring oil change reminders, it’s not that they don’t want service they don’t feel urgency. We’ve seen stores flip the numbers by reframing around avoiding the hassle of a breakdown on the way to work. The tension moved people to act far more than another 10% coupon. PRESERVE – Not everything old is dead weight. We’ve pulled years of CRM email history and found subject lines or phrases that still outperform the “fresh” creative. Customers don’t care when it was written they respond if it still rings true. Your data will tell you which messages still have pull. ELIMINATE – The best campaigns usually start out worse. Our analysis often shows bloated offers underperforming. One dealer cut from four CTAs to one, and conversion rates jumped because customers instantly knew what to do. Data makes it obvious what’s slowing you down. ACCEPT – You can’t rebrand your way out of reality. We ran an in-market analysis for one group and found only 3.84% of their base was ready to buy that month. That insight shifted their focus: hard offers for the 3%, trust-building for the other 97%. It saved budget and built a stronger pipeline. The takeaway: Dealers don’t need more “ideas.” They need the truth about their customers, straight from their own data, so they can focus where it actually matters. Question for you When has your data told you something that completely changed how you approached your customers? #QoreAI #DataDriven #CustomerInsights #DealershipMarketing #AIInBusiness #CustomerExperience #MarketingStrategy #BusinessIntelligence #CRMStrategies #SalesOptimization

Still only relying on basic customer data like site visits and conversion rates? Your process isn't granular enough— And you're losing out on scalability and ROI. For example: A customer buys a product after clicking an ad. But the real question is: What drove them to click that ad in the first place? Basic data sources can't answer that. They only show the end of the journey— Not the entire path the customer took. And that's where the gold is. Here's what smart brands are focusing on: 1️⃣ Zero-Party Data: This is gold. Customers willingly share this info. It's like them telling you directly what they want. Think quizzes or interactive content. This data is a treasure trove for personalization and building genuine connections. 2️⃣ Transactional Data: More than just sales figures, it's about understanding why they buy. What triggers a purchase? What patterns exist in their buying behavior? This info helps tailor your strategies to actual customer preferences. 3️⃣ Loyalty Data: It's a window into customer motivations. How and when they use loyalty points reveals a lot about their preferences. It's a cipher of crucial customer loyalty insight waiting to be decoded. 4️⃣ Customer Service Data: This is your relationship status with your customers. It shows if you're a trusted advisor or just another brand. How you interact on social media, ad comments, etc., paints a picture of this relationship. 5️⃣ Site Behavior Data: Beyond just "they left something in their cart." This tells you when and why they're browsing. It's about being there at the right moment with the right message. 6️⃣ Third-Party Data: Think of it as the puzzle piece you were missing. It rounds out your understanding of your customers, adding depth to demographic and psychographic profiles. 🔍 Understanding these data points is non-negotiable. Ecommerce only gets more competitive each year. So know your customers better, tweak your strategy accordingly... And watch your revenue grow like wildfire. PS: Don’t know where to start? Hit that “Book an appointment” button above.

When Data Tells a Story You Did Not Expect! One of the most valuable lessons I learned while building Marahb is that data rarely confirms what you want to believe. It confirms what is real. We entered the marketplace with clear expectations about which categories would outperform and which brands would attract the first wave of interest. Instead, the numbers pointed in a completely different direction. Clients were not chasing what was most familiar. They were gravitating toward pieces with a clear sense of identity. Items with visible craftsmanship. Items with character. Items that carried a story about where they came from and the people who made them. McKinsey research reinforces this shift. Products with transparent provenance convert significantly higher because trust is now a core part of the purchase journey. People invest in authenticity, not just aesthetics. They want to understand what stands behind a price tag, especially in premium and luxury categories. What surprised me most was how quickly behaviors became obvious through analytics. Time on page. Repeat visits. Save for later. Click to zoom. These signals spoke louder than any internal assumption. They revealed that clients respond to emotional credibility as much as design. The story behind the product played a direct role in its performance. This is the real power of data. It removes ego from decision-making. It brings clarity to areas where intuition alone can mislead. It protects brands from repeating outdated beliefs and pushes them toward what the customer already feels. Data is not just measurement. It is direction. It is the narrative your customers are writing with their actions. The question is whether leaders are willing to read it and adjust with humility. #DataInsights #RetailAnalytics #MarketplaceStrategy #EcommerceGrowth #ConsumerBehavior #ProductStrategy #CustomerInsights #BusinessIntelligence #GCCMarket #DigitalCommerce

𝗜𝗳 𝗬𝗼𝘂’𝗿𝗲 𝗡𝗼𝘁 𝗗𝗲𝘀𝗶𝗴𝗻𝗶𝗻𝗴 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗟𝗼𝗼𝗽𝘀, 𝗬𝗼𝘂’𝗿𝗲 𝗡𝗼𝘁 𝗗𝗲𝘀𝗶𝗴𝗻𝗶𝗻𝗴 𝗦𝘆𝘀𝘁𝗲𝗺𝘀, 𝗬𝗼𝘂’𝗿𝗲 𝗚𝘂𝗲𝘀𝘀𝗶𝗻𝗴. In service design and journey management, we talk a lot about touchpoints, channels, and experiences. 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗿𝘂𝘁𝗵: - No journey gets better without feedback. - No system evolves without learning loops. A feedback loop is the engine that turns friction into insight, and insight into action. In great systems, feedback loops are: 1. 𝗩𝗶𝘀𝗶𝗯𝗹𝗲 – Customers, brokers, employees can see the impact of their feedback 2. 𝗧𝗶𝗺𝗲𝗹𝘆 – Data isn’t stuck in a quarterly report, it’s now 3. 𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 – It doesn’t just inform, it drives change 4. 𝗖𝗹𝗼𝘀𝗲𝗱 – People know they’ve been heard 𝗜𝗻 𝗯𝗿𝗼𝗸𝗲𝗻 𝘀𝘆𝘀𝘁𝗲𝗺𝘀, 𝗳𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗱𝗶𝗲𝘀 𝗶𝗻:  🚫 Static maps and surveys nobody reads  🚫 Call logs without analysis  🚫 Dashboards with no ownership  🚫 “That’s just how the process works” 𝗧𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝗶𝘁: - If a customer hits the same billing error twice, that’s not bad luck, it’s a broken loop. - If frontline staff keep hacks and workarounds to themselves, that’s a missed loop. - If leadership only hears what’s escalated, that’s a distorted loop. 𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗱𝗲𝘀𝗶𝗴𝗻 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗳𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗶𝘀 𝗷𝘂𝘀𝘁 𝘁𝗵𝗲𝗮𝘁𝗲𝗿. 𝗦𝘆𝘀𝘁𝗲𝗺𝘀 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗳𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗮𝗿𝗲 𝗱𝗲𝘀𝘁𝗶𝗻𝗲𝗱 𝘁𝗼 𝗳𝗮𝗶𝗹. 𝗪𝗵𝗮𝘁 𝗰𝗮𝗻 𝘆𝗼𝘂 𝗱𝗼 𝘁𝗼𝗱𝗮𝘆? ✅ Embed feedback into your journeys—not after them ✅ Make insights operational, not optional ✅ Connect customer data to employee experience ✅ Design loops at every level—from micro-interactions to org-wide transformation 𝗬𝗼𝘂 𝗰𝗮𝗻’𝘁 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗹𝗶𝘀𝘁𝗲𝗻 𝘁𝗼. 𝗔𝗻𝗱 𝘆𝗼𝘂 𝗰𝗮𝗻’𝘁 𝗹𝗲𝗮𝗱 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗰𝗮𝗻’𝘁 𝗹𝗲𝗮𝗿𝗻 𝗳𝗿𝗼𝗺. #ServiceDesign #OrganizationalDesign #BusinessDesign #SystemsDesign #Research

Let's spill the tea on the marketing MVP that we just don’t utilize enough: Customer Feedback.   Understanding and valuing customer feedback has never been more crucial than today. It should be the compass that guides product development, service enhancement, marketing initiatives, and overall strategy. We also shouldn’t shy away from getting this feedback, even if it’s bad. No burying our head in the sand here!   Let’s get into its importance, effective collection methods, and how to use the feedback strategically.   Importance of Customer Feedback Customer feedback is the lifeblood of business innovation and growth. It provides direct insights into what works, what doesn’t, and where opportunities lie. By actively listening to our customers, we unlock the potential to:   ·     Enhance product quality and service offerings. ·     Identify gaps in the market. ·     Build stronger customer relationships. ·     Develop deep customer loyalty and retention.   Gathering Customer Feedback To leverage these benefits, we have to prioritize gathering feedback and become really good at doing it. Here are some tips to gathering this information:   ·     Surveys and Questionnaires: Tailored questions can provide you with valuable insights on specific aspects of your business. ·     Feedback Forms on Websites: Make it easy for customers to share their thoughts at any time. ·     Social Media and Online Reviews: Engage with customers on platforms where they are active and vocal. ·     Direct Customer Interactions: Conversations, whether in person, via email, or over the phone, can yield in-depth feedback. ·     Usability Tests: Observing how users interact with your product or service can highlight unforeseen issues and opportunities.   Using Customer Feedback to Inform Business Decisions Once you’ve collected this information, the real magic happens when we translate the feedback into actionable insights. Here’s how:   ·     Prioritize feedback based on frequency and impact. Not all feedback will have the same importance, so focus on what can make the most significant difference. ·     Integrate feedback into product development cycles. Use customer insights to refine and improve your offerings. ·     Communicate changes back to customers. Let them know their voices are heard and valued, which in turn, strengthens their loyalty. ·     Measure the impact of changes. Assess how modifications based on feedback affect customer satisfaction and business outcomes.   In essence, customer feedback isn’t just about gathering opinions; it’s a strategic tool that, when used wisely, can transform the trajectory of our businesses. By embedding feedback mechanisms into our operations and decision-making processes, we cultivate a customer-centric culture that not only meets but exceeds expectations.   Let’s commit to being businesses that listen, learn, and lead with customer feedback at the forefront.   #CustomerFeedback #MarketingStrategy