Tech executives can gain a significant competitive advantage by investing in customer insight -- getting closer to customers.

So they know their customers better than their customers know themselves.

In a world where a decade of digital transformation has occurred in the past 12 months, this insight is even more critical than ever.

Yet, it can be incredibly time-consuming to gather this research and keep it current.

One of the best leverage points for tech industry executives -- working ON the business instead of IN the business -- is to build systems that automatically gather and analyze trends.

Even more important is to invest in building customer insight into the culture/DNA of the company's marketing, sales, customer success, and product strategy/teams.

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