Summary for Chapter 5: Managing Customer Information to Gain Customer Insights

Summary for Chapter 5: Managing Customer Information to Gain Customer Insights
This chapter is quite detailed in its description of the importance of information in this day and age. It is often said that we are in the information age and this is clearly explained in this chapter. Today, a company with the appropriate market or customer information is indeed better placed or simply has attained a higher competitive advantage over its competitors. The above statement is the essence of this chapter. However, the above is broken down into several parts which help to simplify the information to the readers.
The first part of the chapter details how information has become integral to organizations. Here, the chapter uses Caesars Entertainment as an example to help explain how an organization can use information about its clients and the market to position itself for success. From the example, Caesars has managed to change the narrative over how it conducts itself, and this has endeared itself to its thousands of customers.
The second part of the chapter provides details about marketing information and customer insights. As per the chapter, organizations must endear themselves to their customer bases by seeking and gaining new and deeper insights into the needs and wants of clients. These insights are indeed essential and can help an organization to set itself apart from its competitors. Today, there is an influx of information and companies are not forced to look further to gather this information. With apps and different technological sys...