Kale Blog

A new book, "The Customer-Base Audit: The First Step on the Journey to Customer Centricity", explains why customer-centric companies are not leveraging customer data while exploring the inefficiencies of traditional customer segmentations. We discuss the 8 main insights on customer base analytics in a customer-centric environment.

Customer segmentation has become a fundamental task for businesses. Not only is it crucial for understanding customers in depth, but it is also essential for identifying our market segments, optimising the customer experience and creating personalised content.  However, defining a customer segment can be complex, especially for newer companies or those unfamiliar with working with data. Find out [...]

Customer segmentation and the creation of buyer personas are business strategies that have been proven to be basic for companies. However, carrying out a customer segmentation and defining our buyer personas are different things. We explore the differences between customer segmentation and the creation of a buyer persona.

In today's world knowing our customers is essential. Knowledge about customers has become a necessity for companies which strive to offer their customers better products, services and experiences. We talk about the 6 essential technologies to know our customers better. 

2020 has been a period of intense transformation in the business world. Covid-19 has accelerated trends that were already emerging, especially regarding the customer experience. We take a look at the 5 most relevant customer experience trends for 2021. 

More and more organisations are transforming their business towards a customer-centric perspective. In this article we explain what customer-centricity is and what it means to be a customer-centric company.

As companies move towards customer-centric business strategies, knowing the customer becomes one of the top priorities for companies. Customer segmentation is at the heart of the knowledge-gaining process. In this article we explore customer segmentation and explain how to segment customers.

Knowing the customer has become paramount for companies, especially those who sell online. What's worrying is that, despite having more and more data about their customers, business are still not exploiting data's full potential. Most times, it is due to the fact that data is stored in fragmented silos. A single customer view could be a solution for companies to overcome customer data segregation.

Marketing and publicity are gradually evolving towards content creation. Inbound Marketing is a new marketing strategy that consists of attracting customers indirectly, through the creation of interesting content for target customers. Organisations are moving fast towards a context in which talking only about the benefits of their products and services —as has been done in advertising, marketing[...]