We have all come across people who have voiced one thought and acted out another. Whether it be a friend that believes to have failed a test, but ends up passing with flying colours, or an upset teammate that claims to be okay after spraining their ankle. We hear it everyday and we are aware that the majority of the time, actions do speak louder than words. This phenomenon doesn’t just help us understand our social relationships, but also our customers. After all, they are human.

A business needs to understand their customers’ expectations and preferences to succeed. Many companies utilize direct customer feedback via surveys, rates & reviews and customer discovery. This is a great way for customers to feel important and thus, create an attachment to the end product. However, is the information they provide always valid? The validity of the feedback is essential, as it is the main ingredient to the final product. However, it seems that in some cases, direct customer feedback may be insufficient for truly achieving customer satisfaction and business profit.

For example, a student being asked by a food service provider what type of food they would like to eat may respond that they would prefer healthier choices. However, when presented with healthier options, their action might show that they still prefer to purchase pizza and burgers. What a person may ideally want may not always resonate with their actions. Here’s another example. Suppose a barber cuts a woman’s hair and asks for feedback, something she feels uncomfortable providing on the spot. She says, “It looks great!” and never returns. In this scenario, monitoring her frequency of visits after that instance would be more useful for the barber than her review.

This is where data analytics and insights can help convert customer behaviour into customer satisfaction. Gathering large amounts of information regarding customer preferences, duration, frequency, trends and patterns will help businesses make strategic decisions using substantial evidence. The raw, reliable, actual data can help us understand our customers better than they understand themselves. As customers actions evolve over time, so can the products placed in stores, screens displayed in applications and hours of operation. It is essential that businesses track as much information as possible and utilize it to improve the overall customer experience.

As the importance of personalization increases, so will the importance of data analytics and insights into customer behaviour. In the future, the unspoken, unbiased data derived from actions and behaviour will create effective customer experiences and aid in obtaining loyalty from customers. The significance of actions over words is an area where many innovative startups, including Lucova, are stepping in to create efficient solutions that can benefit everyone.