{"id":410,"date":"2020-11-02T12:34:31","date_gmt":"2020-11-02T10:34:31","guid":{"rendered":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/?post_type=lesson&#038;p=410"},"modified":"2023-08-15T09:18:38","modified_gmt":"2023-08-15T06:18:38","slug":"customer-insight","status":"publish","type":"lesson","link":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/customer-insight\/","title":{"rendered":"Customer insight"},"content":{"rendered":"<figure id=\"attachment_955\" aria-describedby=\"caption-attachment-955\" style=\"width: 2560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-955 size-full\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped.jpg\" alt=\"\" width=\"2560\" height=\"946\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped.jpg 2560w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped-600x222.jpg 600w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped-1280x473.jpg 1280w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped-768x284.jpg 768w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped-100x37.jpg 100w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped-120x44.jpg 120w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped-1536x568.jpg 1536w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/pattern_cropped-2048x757.jpg 2048w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><figcaption id=\"caption-attachment-955\" class=\"wp-caption-text\">Photo: Outi K\u00e4hk\u00f6nen<\/figcaption><\/figure>\n<p>\u00a0<\/p>\n<p>In this lesson, you learn about customer insight, what is needed to understand your customer.<\/p>\n<p><span class=\"NormalTextRun BCX0 SCXW174706604\">Guest<\/span><span class=\"NormalTextRun BCX0 SCXW174706604\">\u00a0centricity,\u00a0<\/span><span class=\"NormalTextRun BCX0 SCXW174706604\">customer focus<\/span><span class=\"NormalTextRun BCX0 SCXW174706604\">\u00a0and<\/span><span class=\"NormalTextRun BCX0 SCXW174706604\">\u00a0customer relationship management are crucial in delivering tourism experiences. In order to match the offer with the demand,\u00a0<\/span><span class=\"NormalTextRun BCX0 SCXW174706604\">a\u00a0<\/span><span class=\"NormalTextRun BCX0 SCXW174706604\">profound understanding of the customers is needed.<\/span><\/p>\n<p>Watch the webinar on the different levels of customer understanding and read the article.<\/p>\n<p>[embedyt] https:\/\/www.youtube.com\/watch?v=pciY0q0-Rdk[\/embedyt]<\/p>\n<p><div data-url=\"https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/78\" style=\"width: 525px; height: 185px;\" class=\"issuuembed\"><\/div><script type=\"text\/javascript\" src=\"\/\/e.issuu.com\/embed.js\" async=\"true\"><\/script><\/p>\n<p><span class=\"TextRun SCXW68455 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW68455 BCX0\" data-ccp-parastyle=\"paragraph\" data-ccp-parastyle-defn=\"{&quot;ObjectId&quot;:&quot;4a4662a7-439b-4d95-bb39-f3146e5f5659|35&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[134233117,&quot;true&quot;,134233118,&quot;true&quot;,134233614,&quot;true&quot;,201340122,&quot;2&quot;,201341983,&quot;0&quot;,268442635,&quot;24&quot;,335551547,&quot;1035&quot;,335559705,&quot;1035&quot;,335559740,&quot;240&quot;,469769226,&quot;Times New Roman&quot;,469775450,&quot;paragraph&quot;,469777841,&quot;Times New Roman&quot;,469777842,&quot;Times New Roman&quot;,469777843,&quot;Times New Roman&quot;,469777844,&quot;Times New Roman&quot;,469778129,&quot;paragraph&quot;,469778324,&quot;Normal&quot;]}\">In the data-driven world, decisions should not be educated assumptions but based on relevant data. To know what data is relevant, the company\u00a0<\/span><span class=\"NormalTextRun SCXW68455 BCX0\" data-ccp-parastyle=\"paragraph\">first\u00a0<\/span><span class=\"NormalTextRun SCXW68455 BCX0\" data-ccp-parastyle=\"paragraph\">needs to define the target and then ask the right questions.\u00a0<\/span><\/span><span class=\"EOP SCXW68455 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>[pdf-embedder url=&#8221;https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/04\/Customer_insight.pdf&#8221;]<\/p>\n<p><strong>Task:<\/strong>\u00a0Test the market orientation of your company with the <strong><span style=\"text-decoration: underline\"><a href=\"https:\/\/lucit-my.sharepoint.com\/:x:\/g\/personal\/outi_kahkonen_lapinamk_fi\/EYwAsJ5_XUZFvh7rNmT6CrQBoPNyc2cwPCJbrQOEuHbpJg?e=3OfFvB\" target=\"_blank\" rel=\"noopener\">Customer Insight Instrument<\/a><\/span><\/strong> (Excel file) developed by the <span style=\"text-decoration: underline\"><a href=\"https:\/\/lehti.seamk.fi\/2019\/asiakasymmarryksen-tyokalu-matkailu-ja-sote-alan-yrittajille\/\">Sein\u00e4joki UAS<\/a><\/span>.<\/p>\n<p>Market orientation means how well the company gathers information on current and potential customers and competitors and how well the company can use this information in developing its offering.<\/p>\n<p>The instrument is an Excel sheet that gives instant feedback. You may also download the file for yourself.<\/p>\n<h2>Sources and further reading:<\/h2>\n<p>Formplus Blog 2009. Customer Insight: Types, Forms &amp; Tools Guide. <a href=\"https:\/\/www.formpl.us\/blog\/customer-insight\" target=\"_blank\" rel=\"noopener\">https:\/\/www.formpl.us\/blog\/customer-insight<\/a>.<\/p>\n<p>GlobalWebIndex 2021. Creating Consumer Insight. The Smart Researcher\u2019s Guide. Downloadable at <a href=\"https:\/\/www.digitalmarketingcommunity.com\/guides\/creating-consumer-insight-the-smart-researchers-guide-globalwebindex\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.digitalmarketingcommunity.com\/guides\/creating-consumer-insight-the-smart-researchers-guide-globalwebindex\/<\/a> .<\/p>\n<p>Innovation Norway 2019. Key Figures for Norwegian Travel and Tourism 2018. <a href=\"https:\/\/assets.simpleviewcms.com\/simpleview\/image\/upload\/v1\/clients\/norway\/Key_figures_for_norwegian_tourism_2018_f9ac4f82-7b02-4fee-a67b-dcf98c4bd403.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/assets.simpleviewcms.com\/simpleview\/image\/upload\/v1\/clients\/norway\/Key_figures_for_norwegian_tourism_2018_f9ac4f82-7b02-4fee-a67b-dcf98c4bd403.pdf.<\/a><\/p>\n<p>Keane, L. 2021. Creating Consumer Insights: A Quick Guide to Great Research. <a href=\"https:\/\/blog.gwi.com\/marketing\/consumer-insights\/\" target=\"_blank\" rel=\"noopener\">https:\/\/blog.gwi.com\/marketing\/consumer-insights\/<\/a>.<\/p>\n<p>Komppula, R. &amp; Konu, H. 2017. Designing Forest-based Wellbeing Tourism Services for Japanese Customers \u2013 Case Study from Finland. <a href=\"https:\/\/erepo.uef.fi\/bitstream\/handle\/123456789\/2595\/Final_Revision%20Komppula%20and%20Konu%2019%20May_rk_HK-1.pdf?isAllowed=y&amp;sequence=4\" target=\"_blank\" rel=\"noopener\">https:\/\/erepo.uef.fi\/bitstream\/handle\/123456789\/2595\/Final_Revision%20Komppula%20and%20Konu%2019%20May_rk_HK-1.pdf?isAllowed=y&amp;sequence=4<\/a>.<\/p>\n<p>Konu, H. 2017. Customer Insight in Tourism Product Development-Importance of Cultural Pre-understanding. The 4thBusiness Management International Conference \u201cChallenges of Creative and Innovative Management\u201d. <a href=\"https:\/\/www.researchgate.net\/publication\/321358884_Customer_insight_in_tourism_product_development-Importance_of_cultural_pre-understanding\" target=\"_blank\" rel=\"noopener\">https:\/\/www.researchgate.net\/publication\/321358884_Customer_insight_in_tourism_product_development-Importance_of_cultural_pre-understanding<\/a> .<\/p>\n<p>K\u00e4hk\u00f6nen, O. &amp; Hanni-Vaara, P. 2022. From Data to Customer Insight and Improved Customer Experiences. In M. Angeria, M. Hirvaskari &amp; O. K\u00e4hk\u00f6nen (Eds) Phenomena of Arctic Nature. Principles and Practices of Nature-based Tourism, 77-81. <a href=\"https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/78\" target=\"_blank\" rel=\"noopener\">https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/78.<\/a><\/p>\n<p>Mets\u00e4hallitus Parks and Wildlife materials (in Finnish), for example, visitor studies <a href=\"https:\/\/julkaisut.metsa.fi\/assets\/pdf\/lp\/Muut\/inari_kavijatutkimus_2018_2019_tiivistelma.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/julkaisut.metsa.fi\/assets\/pdf\/lp\/Muut\/inari_kavijatutkimus_2018_2019_tiivistelma.pdf.<\/a><\/p>\n<p>PALMA 2018. Palvelumuotoilulla asiakasymm\u00e4rryst\u00e4. <a href=\"http:\/\/palma.fi\/tyopajat\/tyopaja1\/palvelumuotoilulla_asiakasymm%C3%A4rryst%C3%A4_PALMA.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/palma.fi\/tyopajat\/tyopaja1\/palvelumuotoilulla_asiakasymm%C3%A4rryst%C3%A4_PALMA.pdf<\/a>.<\/p>\n<p>Rantala, O., Hallikainen, V., Ilola, H. &amp; Tuulentie, S. 2018. The Softening of Adventure Tourism.\u00a0 <a href=\"https:\/\/lacris.ulapland.fi\/ws\/portalfiles\/portal\/5948728\/The_Softening_of_adventure_final_version_authors.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/lacris.ulapland.fi\/ws\/portalfiles\/portal\/5948728\/The_Softening_of_adventure_final_version_authors.pdf.<\/a><\/p>\n<p>SAS 2021. The Future of Customer Experience <a href=\"https:\/\/www.sas.com\/sas\/offers\/20\/futurum-experience-2030-emea-110977.html\" target=\"_blank\" rel=\"noopener\">https:\/\/www.sas.com\/sas\/offers\/20\/futurum-experience-2030-emea-110977.html.<\/a><\/p>\n<p>Tunkkari-Eskelinen, M., Matilainen, A. &amp; Asunta, J. 2014. Customer Insight as a Driving Force for Development of Sustainability Elements in Rural Tourism. In J. Suni &amp; R. Komppula (eds.) International Conference on Rural Tourism and Regional Development, 56-66. <a href=\"https:\/\/erepo.uef.fi\/bitstream\/handle\/123456789\/13513\/urn_isbn_978-952-61-1416-3.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/erepo.uef.fi\/bitstream\/handle\/123456789\/13513\/urn_isbn_978-952-61-1416-3.pdf.<\/a><\/p>\n<p>Visit Finland 2017. Tunne asiakkaasi. Kohderyhm\u00e4opas matkailuyrityksille. <a href=\"https:\/\/www.businessfinland.fi\/globalassets\/tunne-asiakkaasi---kohderyhmaopas-matkailuyrityksille---visit-finland.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businessfinland.fi\/globalassets\/tunne-asiakkaasi&#8212;kohderyhmaopas-matkailuyrityksille&#8212;visit-finland.pdf.<\/a><\/p>\n<p>Visit Finland 2019. Brand Tracking. <a href=\"https:\/\/www.businessfinland.fi\/4b134d\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2019\/visit-finland-brand-tracking-2019--ipsos-presentation-pdf.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businessfinland.fi\/4b134d\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2019\/visit-finland-brand-tracking-2019&#8211;ipsos-presentation-pdf.pdf<\/a>.<\/p>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_initial_content":"","_new_post":false,"_quiz_has_questions":false,"_lesson_complexity":"","_lesson_length":0,"_lesson_course":321,"_lesson_preview":"preview"},"lesson-tag":[],"class_list":["post-410","lesson","type-lesson","status-publish","hentry","module-customer","post"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer insight - PAN - Phenomena of Arctic Nature<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/customer-insight\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer insight - PAN - Phenomena of Arctic Nature\" \/>\n<meta property=\"og:description\" content=\"\u00a0 In this lesson, you learn about customer insight, what is needed to understand your customer. 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