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How to Know What Your Customers Want with Akin Arikan

Understanding Customer Behavior

Shep Hyken interviews Akin Arikan, an evangelist at Contentsquare and the author of Customer Experience Analytics. He talks about the importance of using customer experience analytics to better understand and meet the needs of customers.

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Top Takeaways:

  • The customer’s perception matters most. Never assume you know what your customer wants without looking at data. Even the most passionate organizations can misinterpret customer behavior, so always rely on data to make decisions.  
  • Embrace continuous improvement. Once you find success, it doesn’t mean you should stop. Keep learning and looking for changes to enhance the customer experience. Continuous improvement is essential for businesses to stay ahead of the competition and adapt to changing customer needs and preferences.  
  • Experience what it is like to be a customer in your business to identify areas for improvement and ensure a seamless, engaging experience for your customers. 
  • Use data to understand customers’ digital behavior. By analyzing data, organizations can learn valuable insights into what their customer needs and wants. This enables them to have the customer in mind when designing and improving  digital experiences. 
  • Making small, thoughtful adjustments based on customer behavior data can lead to substantial improvements in customer engagement and conversions. These adjustments can make a big difference in how customers interact with your brand online. 
  • When customers interact with your digital channels, their behaviors can provide valuable feedback. Embrace this feedback and be willing to adjust and refine the digital experiences in response to customer preferences and interactions. 
  • Plus, Akin shares what changes brands like L’Occitane and GoPro made to increase sales based on customer behavior and preferences. Tune in! 


“Customers can behave differently from what we expect. Customer experience analytics can tell us what didn’t work, what didn’t resonate, and what we should change to really hit home with our customers.” 

“Customer experience analytics are too important to be the job of just analysts. It is for everyone on the team that needs to make decisions to improve the customer experience.” 

“It may feel risky to try something new for your customers. Use data to quickly understand what the customer thinks about it. Then, correct and refine, and you will be rewarded.”


Akin Arikan has 20 years of experience in analytics. He is the author of two books, Multichannel Marketing: Metrics and Methods for On and Offline Success and Customer Experience Analytics. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.   

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

  1. How can companies use data to understand their customer’s behavior and preferences better? 
  2. How can digital experience analytics help businesses improve customer interactions? 
  3. What does it mean to start with the customer in mind? 
  4. How can companies strike a balance between disruption and providing a delightful experience for customers? 
  5. How can data help companies identify and address customer experience issues in the digital space?  

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