There is such a thing as too much information

When we talk with companies about gathering insights about customers, often times there's a push for getting a ton of information. From interests to behaviors, companies want to understand each and every detail in the hopes of identifying that new thing which will create growth, increase customer retention or expand share of wallet.

The problem is, it can be too much information. We frequently believe that "more is better" when it comes to data. We want to examine a myriad of data points and ensure that if "we're gonna send a survey, we need to get all the information we can - we don't want to bother people with a bunch of surveys". Some companies feel short surveys, with one or two questions, are less intrusive, so they send them out en mass. But more often than not, this data is simply captured, and never truly utilized, analyzed, or leverages to make positive changes within the organization and for the customer.

So how do you know what data to capture? Every department might have unique needs, and if you're reaching out to your audience, everyone wants their data. The key is to narrow your focus and approach using the following 7 questions:

1. What question are YOU looking to answer? (no more than 2 questions)
2. What type of information do you need that would allow you to take direct and immediate action?
3. What question(s) can you ask in the simplest, easiest way for the respondent?
4. Is there a hierarchy to the input? (i.e. Need to know X before understanding Y)
5. What can you glean from the data you already have?
6. How many sources do you need data from to draw a reasonable and balanced conclusion?
7. What way do you need to gather this input to get a genuine and comprehensive answer? (i.e. focus group, survey, interview, etc.)

In short, don't be a data hoarder. It's not about how much information you have, but having the right information. More often than not, you'll find that there are only a few questions you really need to ask to get the answers you need to make an informed decision.

About the Author

Andrea's 22-year, field-tested background provides unique, practical approaches to creating more efficient, more competitive, customer-centric organizations. A 4-time ADDY? award-winner, she began her career at a tech start-up and led the strategic sales, marketing and customer engagement efforts at two global industrial manufacturers. She now leads a management and communications consultancy, dedicated to helping organizations transform their organizational cultures from "internally-focused" to "customer-centric".

In addition to writing and consulting, Andrea speaks to leaders and industry organizations around the world on how to craft effective customer-centric organizations. Connect with Andrea to access information on her book, workshops, keynote speeches, training or consulting. More information is also available on www.pragmadik.com or www.thecustomermission.com.

Her NEW book, "The Customer Mission", is available on Amazon.com.