What is Customer Analytics?
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Who is the most important person in practically any business enterprise?

It’s not the salespeople, the operations staff, or the information technology employees. It’s not the chief financial officer or the chief operating officer. It’s not even the president or chief executive officer.

It’s the customer.

Each year, American businesses spend billions of dollars perfecting their products, upgrading their manufacturing lines, refining their distribution systems, and training their sales personnel, but they spend relatively little time or money determining who is purchasing their products, or services. In the search for the latest technology, the coolest products and the most attractive stores, businesses often leave the all-important customer out of the equation. As a result, many important business decisions – decisions that could have a huge impact on the organization – are often based on little more than guesswork.

Why have companies ignored the customer? Until very recently, it was relatively difficult to obtain extremely detailed information about customers – and even more difficult to interpret the data in a useful and profitable way.

Thanks to powerful new digital tools and technologies, however, it’s now feasible to dig deep into the minds of consumers and develop incredibly detailed profiles of individual customers. By extrapolating and interpreting this data, companies are able to answer a wide range of critical questions about their businesses with a high degree of confidence – questions ranging from the site of new locations to the allocation of marketing budgets to the best plans for future expansion. Improved decision-making brings even greater benefits: higher revenue, faster growth, enhanced value for shareholders, and long-term success for the organization.

This is the promise of customer analytics, pioneered by Buxton of Fort Worth, Texas.

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