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Top 4 of the best customer knowledge tools

September 25, 2023

In an increasingly competitive world, effective customer relationship management is of crucial importance to a company. With the advent of customer analysis tools, a business now have a valuable asset at their disposal to understand, anticipate and respond to their customers' needs and expectations. 

From CRM to sophisticated social network analysis, these tools are transforming the way companies manage their customer relationships. They will then be able to shape and implement new sales and customer loyalty strategies. 

Find out how these tools are paving the way for an unrivalled customer experience and optimised customer relationship management to propel your business to the top of the market. 

Why carry out a customer analysis? 

Knowing your customers is essential for any business. Knowing your customers has many advantages! With quality data, a company can personalize its offers and its approach to each type of customer. 

So why personalize? 

Personalizing your customer relations has a number of benefits. First of all, the information collected enables us to target the type of consumer. This makes it possible to improve your customer relations by adapting your marketing campaigns, your products and your communications. Relations with your customers will only be better if your interactions are personalised! 

A customer analysis enables you to improve and optimize your interactions with your customers. By personalising your customer relations, you improve their satisfaction and therefore their customer experience with your company. A satisfied customer is a loyal customer! 

That's why using tools to optimize customer analysis is a significant asset, and one that has a major impact on your company's growth.

Top 4 of best customer analysis optimisation tools


CRM (Customer Relationship Management) software is one of the essential customer relationship management tools to use. A CRM enables customer data to be centralised. Some software packages also allow you to set up communication channels with customers registered in the database. A CRM can, for example, send automatic e-mails to customers. 

CRM software makes it possible to list and track a wide range of data, including generic data (email, telephone, etc.), demographic data (age, employment status, geography, etc.) and consumer behavioural data (buying habits, preferences, etc.). 

But how can a CRM actually help to optimize customer analysis? By bringing all this data together, such software is able to make the data readable and therefore usable. You can then segment your customer database more easily.

The power of this tool can be enhanced by coupling it with a Customer Data Platform (CDP). A CDP can be integrated with CRM software to unify all the customer data from all the company's channels. A CDP then complements a CRM with advanced behavioral data. 

This tool can also process and segment the information collected for you. But it cannot, like a CRM, set up a system for activating marketing or sales campaigns. 

To find out more about CDP and CRM, take a look at this article.


A website can also be a useful tool in a company's customer analysis. A website is the embodiment of an interaction between the customer and the company. For this reason, it is an effective tool for collecting data on consumer behaviour and preferences

Being an interactive tool by definition, a website offers direct communication channels. This allows a business to set up real-time interactions with users in order to quickly resolve potential problems and improve customer satisfaction. 

You can, for example, set up conversational AI to guide customers, or integrate quick satisfaction questionnaires on your website.

For example, you can opt for product analysis tools such as Hotjar. These tools enable you to analyse and understand why your customers behave as they do

Hotjar, for example, allows you to generate heat maps, replay sessions or create surveys. This tool provides a comprehensive analysis of customer behavior and preferences.

Social networks

Social networks are not just a marketing tool designed to improve your brand's visibility. They are also highly effective for managing interactions and analysing customers. Social networks such as Facebook and Instagram have analysis functions that enable you to better identify your audience

As well as collecting generic data, social networks are a particularly effective way of analysing what customers think of your company. You'll find plenty of customer feedback.

To keep an eye on what is being said about your business on all the social networks, you can use the Social Mention tool, for example. This tool analyses the various social networks in real time, gathering all the mentions of your company, hashtags and keywords related to your business into a single feed. It's a fast way to get feedback on customer experiences, for example. 

Social Mentions 101: Why Are They Important? | Sprout Social

Finally, social networks are a channel through which you can transmit other customer analysis tools such as questionnaires/surveys to collect qualitative data.

Questionnaires / surveys

Surveys and questionnaires have become essential tools for companies, enabling them to gain a deeper understanding of their customers through valuable qualitative data. In a survey, customers are given a place to express their opinions, expectations and experiences.

Tools for creating surveys are increasingly accessible and easy to use. It should nevertheless be noted that their structure must be carefully thought through. If a survey is too long, or if the questions are poorly formulated, customers will fill it in very little. So you need to target the data you want to collect. 

Note also that surveys are not distributed randomly. Depending on your target audience, it is essential to prioritise certain channels if you want to survey a representative sample of your target audience (social networks, website, emails, etc.).  

To create your survey, you can use the Attest tool, for example. This tool allows you to create and distribute your survey to 125 million people. It has a number of filtering functions for questioning your target audience. Dashboards are also included to help you with your analysis.

Pimster's expertise

In conclusion, by using high-performance tools and intelligently analysing the data collected, a company can considerably improve the accuracy of its customer knowledge. It can then not only adapt its sales and marketing strategies, but also shape personalized and unique experiences. 

Having in-depth, comprehensive customer knowledge is a real competitive advantage today. Using high-performance tools tailored to a company's needs enables it to carry out a complete analysis of its customers and implement data-driven actions.