Managing Marketing Information

“To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want.” (Kotler, Marketing: An Introduction, Pg. 96) There are plenty of ways for our company to get information about our consumers. We’re going to create an internal database that’ll hold all our information we gather that is considered customer insights. We can contact our customers and ask questions by phone once in a while, we’ll put surveys on our website to see how customers feel about particular topics, and we’ll be sure to remember every piece of information we can gather when we are dealing with a customer face to face. “In fact, smart companies capture information at every customer touch point. These touch points include customer purchases, sales force contacts, service and support calls, Web site visits, satisfaction surveys, credit and payment interactions, market research studies – every contact between the customer and the company.” (Kotler, Marketing: An Introduction, Pg. 114) Every moment somebody who is associated with the company is dealing with a customer they could be learning and gathering information about them whether it be good or bad. No customer insights we acquire will be overlooked because if they are then we’ll have to end up figuring the same thing out over again. Keeping track of everything that goes on very well and studying our data closely will keep us in control of our market at all times, and it’ll also take us one step ahead of all the competing companies out there. We’ll be able to see things coming in the market place before hand by studying our data. We’ll be sure to always have the freshest customer insights to keep our product and marketing plan up-to-date and “attractive”.