Know Your Customer: Use Data to Drive Growth

Know your customer is more than a business mantra; it’s the difference between market growth and missed opportunity. While most companies in the construction and fenestration supply chain are awash with customer data, few know how to translate it into decisions that actually improve sales, marketing, and strategic direction. Insight Data helps businesses cut through noise and focus on what really matters, understanding customer needs, behaviours, and preferences in a fast-changing market.

The fenestration, construction, and building products industries have faced a range of challenges in recent years, from the skills crisis to rising inflation. Alex Tremlett, Commercial Director of Insight Data, explores how a deep understanding of customers can help overcome such obstacles.

Understanding Customers in a Complex Market

Many industry leaders know that understanding customers is crucial, but they struggle to put this knowledge into action. A recent McKinsey poll highlights this issue. While 84% of respondents recognise the importance of customer understanding for growth, 94% said they were frustrated with their organisation’s efforts in this regard.

This figure highlights a stark reality. Simply having lots of customer data doesn’t guarantee useful insights or provide a real grasp of customer needs. Many companies fail to bridge the gap because they’re not asking the right questions when evaluating data suppliers.

In today’s data-rich environment, businesses often struggle to extract valuable insights from the overwhelming amount of irrelevant information available. However, the significance of genuinely understanding your customers cannot be overstated. Insight Data takes a unique approach by delving deeper than just collecting data, transforming customer data into meaningful insight that informs strategy and improves targeting.

Know your customer: turning knowledge into strategic action

Understanding your customers’ preferences and competitor performance is essential for every business’s success. These data-driven insights help target the right fenestration prospects while reducing costly trial-and-error. It also improves campaign targeting, sales outcomes, and overall alignment with what the market actually wants.

Window Ware: A Case Study in Customer-Centric Strategy

An excellent example of the power of understanding customers is evident in Insight Data’s in-depth research partnership with Window Ware, a leading brand in hardware, tools, and consumables. Due to the turbulent economic climate, Window Ware put their trust in Insight Data to gain valuable market and customer research aimed at adapting their sales and operational strategies to remain competitive in the face of shifting market dynamics and evolving customer demands.

Insight Data conducted a comprehensive market research campaign, gathering both qualitative and quantitative data from hundreds of Window Ware’s customers. The insights collected from this exercise enabled Window Ware not only to understand shifting consumer trends but to identify the specific desires, requirements, and priorities of their customer base. Armed with this knowledge, Window Ware was able to customise their offerings and anticipate customer needs, maintaining a competitive edge in the market.

Why True Insight Still Matters

In a world where advanced technology often outpaces traditional methods, Insight Data highlights the lasting value of customer understanding. Digital tools are useful, but knowing how to use them to support customer-first strategies is where real competitive advantage lies.

By prioritising customer-centricity, businesses can improve marketing accuracy, strengthen relationships, and boost revenue through better-aligned products and services. It’s why so many suppliers choose us. Discover why Insight Data is the trusted choice for construction and fenestration firms.

Ready to Know Your Customers?

Let Insight Data help you reduce guesswork and unlock value from your data. With fully managed campaigns and market insight services, we’ll support your next phase of growth with live intelligence and meaningful customer understanding.

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