Definition
The process of obtaining unique actionable information from the parties using the product is a critical input for decision-making beyond the voice of the client and the internal and external distillation of information.
In detail
Customer Insight (CI) is the process of obtaining unique, actionable information from stakeholders who use the product. It goes beyond Voice of Customer, synthesizing internal and external information as a key decision input. It addresses the problem of companies relying only on surface-level needs without deep understanding. Unlike VOC, CI emphasizes integration of internal and external information and actionability. Outputs include insight reports, requirement priorities, and product innovation directions.
Example in practice
When a company develops new products and needs deep understanding of customer pain points, CI is used. For example, a home appliance company uses interviews, observations, and data analysis to discover users' deep needs for energy efficiency and smart control. Based on insights, they develop a smart energy-saving air conditioner that gains market recognition after launch.