Customer Insight

Customer Insight – Uusi väline liiketoiminnan kehittämiseen
Heli Arantola (WSOY 2006) 

In her book, Dr. Heli Arantola presents a new approach to utilising information and especially to the role of customer insight in corporate decision making.

Essential real-time customer and market information should be continuously and easily available to decision makers. Customer insight capability, which is founded in recognizing and utilising different information sources, facilitates fast and profitable decision making. Translating information content and learning into economic value requires the ability to turn customer understanding into organizational knowledge. This knowledge should then be systematically developed and improved.

Heli Arantola’s book Customer Insight – Uusi väline liiketoiminnan kehittämiseen is the first book written in Finnish to combine the different perspectives of customer insight – information sources and information utilisation – and to discuss the role of customer insight in corporate decision making. To support the drawn conclusions, a number of international case examples as well as the results of a survey targeted at Finnish decision makers are presented in Arantola’s book. Also a test is provided with which readers can assess the efficiency of utilising customer understanding in their companies.