- Presents an array of easy-to-implement techniques and strategies, showing how to use customer insights to create effective marketing and business practices
- Shows how to use customer insights to create a mission statement and value proposition, achieve lead generation, improve thought leadership and content marketing, focus social selling/social media, incorporate customer analytics, identify and market to personas, and apply and create customer segments
- Contains global case studies including Cisco, Conduent, NTT, Refinitiv (part of Thomson Reuters), The Co-op, Peak Re, ServiceNow and University of Essex and interviews with key business leaders on how they have used customer insight to drive growth in their own companies
- Teaches skills and strategies that can be scaled to suit any budget or organizational size