企业每年花费数十亿美元来获取客户信息，从市场研究公司购买数据，进行一项又一项研究，并使用大数据和复杂的分析模型来理解这一切。然而，这些数据中的大部分很可能是你的竞争对手也能获得的，并无法帮助你达成获得对客户有意义的行为理解的愿望。

Companies spend billions of dollars every year to gain information about their customers, buying data from market research firms, running study after study, and using big data and sophisticated analytical models to make sense of it all. However, most of this data is likely available to your competitors and not living up to your aspiration of gaining meaningful behavioral understanding of your customers.

要想真正与众不同并持续领先，你需要实行一个特权洞察系统——你获得的关于客户的独特而相关的信息只有你的公司知道。

To truly differentiate and stay ahead on an ongoing basis, you need to implement a system of privileged insights — unique and relevant information you gain about your customers that only your company is privy to.

与市场调研不同，特权洞察提供关于客户真实需求、愿望和体验的信息。这些见解可以通过多种方式获得。一般来说，它需要以直接建立信任和价值的方式与客户打交道。这包括提供超越产品的服务和解决方案，创造更强大和更吸引人的客户服务体验，将客户融入到产品和服务开发中，观察客户使用产品的过程和与客户互动。

Unlike market research, privileged insights provide intel on your customers’ real needs, desires, and experiences. These insights can be gained in a variety of ways. Generally, it requires engaging with customers in ways that directly build trust and value. This might include offering services and solutions that go beyond products, creating a more robust and engaging customer service experience, integrating customers into product and service development, and observing and interacting with customers while they use your products.

本文节选自 How to Gain a Competitive Advantage on Customer Insights

伊恩·卡恩(Ian Kahn, Paul Leinwand) 、保罗·力澜(Paul Leinwand)、马哈德瓦·马特·马尼(Mahadeva Matt Mani)  | 文