How to Narrow Your View of the Customer

5. Respond to feedback. By collecting customer feedback from the various consumer touchpoints, you obtain insight into customers’ problems and purchase motivations. This feedback allows you to incorporate a single-view data initiative to ensure customers have a positive experience during the different stages of product, service or campaign management, the whitepaper says. At the beginning stages of a marketing campaign, for example, feedback is used to define better target groups, product qualifications and campaign design. After the completion of the campaign, customer insights are used to determine levels of satisfaction, intention to recommend and to make additional purchases.