7 best tools & software for consumer centricity

Investing in consumer-centricity software is a wise move if you're looking to shift your business and team's focus to a consumer-centric approach. But what exactly is consumer centricity?

Simply put, consumer centricity means prioritizing the consumer's needs and preferences in product development, consumer support, and overall business strategy. It's not just a vague notion, but rather a precise process that relies heavily on consumer feedback.

Contrary to popular belief, not all companies are truly consumer-centric. To achieve this status, businesses need to actively anticipate their consumers' wants and needs, and the types of communication they prefer. This requires data tracking and analysis, not guesswork or intuition.

While this may seem like a lot of work, the rewards can be immense. According to a 2018 study by Epsilon, 80% of consumers are more likely to purchase from brands that offer personalized service, with 90% finding personalization appealing.

It's clear that people appreciate being listened to, and using data and analysis to anticipate their needs can lead to happier consumers and a competitive edge.

To make this shift towards consumer-centricity, businesses can use consumer-centric tools and software. Many companies are already doing so to stay ahead of the curve and make the best possible product decisions.

1. Horizon

Horizon is a consumer research and decision intelligence platform that helps businesses understand the true purchase intent of their consumers. The main way it does this is by sourcing consumers from social ads and bringing them to landing pages showing the product or the product decision the business is trying to make. These landing pages are often set up as multivariate tests, allowing businesses to gather data on consumer preferences and use this information to make more informed product decisions.

Using Horizon, i.e. Bosch uncovered a 20% price uplift opportunity for one of their Smart Gardening products. The full case study with insights how this worked and what data provided the decision support can be downloaded here.

Horizon can be seamlessly integrated in all innovation-, product- and consumer insights teams as it provides the capability to set up all tests out of the box, without any needed connection to existing infrastructure. See how a company like BSH is betting on Horizon for improved consumer centricity here.

2. HubSpot

HubSpot is a well-known product that's incredibly valuable for customer centricity. It's an all-in-one platform for customer service and marketing that lets businesses stay connected with customers and prospects in one place, with one interface, and with excellent integration opportunities.

One of HubSpot's best features is customer feedback from the customer success side. It offers a ton of tools and solutions, including customer success management, which provides valuable insights from current customers. This feedback can inform upgrades, new features, or products tailored to customer centricity.

HubSpot also provides chatbots, live chat, and an email marketing platform to keep customers engaged with your brand or product. This is great for customer centricity because it allows you to gather data from all these channels to better understand customer behavior and preferences, and gain insightful feedback. Plus, it provides hints as to how those customers prefer to communicate. Jackpot!

3. Canny

Canny is a user feedback platform designed to help businesses collect customer insights in an organized and effective manner. It allows you to create customizable surveys to target specific users or customer segments, making collecting relevant feedback from each group easy.

One of the benefits of Canny is that customers can subscribe to your roadmap and request new features, giving them a sense of ownership and investment in the customer-product relationship. This creates a customer-centric environment where customers feel heard and respected.

By listening to your customers and potential customers, you can gain insight into what features might be popular. While some judgment is necessary when crafting the product, the feedback you receive from Canny can be an excellent source of inspiration.

4. Intercom

Intercom is a super cool messaging platform that helps businesses talk to their customers in a more personal and effective way. It lets businesses chat with customers in real-time through a variety of channels like chatbots, email, and mobile apps. The best part about Intercom is that it makes customer interactions feel more personal and human, which is super important if you want your business to be consumer-centric.

Intercom's platform has a bunch of really cool features that make it easy for businesses to up their customer interaction game. For example, businesses can use Intercom to answer common customer questions automatically. That frees up time for the customer service reps to focus on more complex issues. Plus, Intercom gives businesses really valuable insights into customer behavior and preferences. That way, it's easier to provide a more personalized and relevant service.

Overall, Intercom is a super powerful tool for businesses that want to improve their customer interactions and become more consumer-centric. Its personalization, automation, and data-driven insights make it a really valuable addition to any business's customer service strategy. By using Intercom, businesses can make their customers feel more engaged and understood, which leads to happier customers that stick around for the long haul.

5. Usertesting.com

Usertesting.com is an awesome tool for improving customer satisfaction and making your website better. It gets real people to give you helpful feedback from a user’s point of view, which helps you understand what users are looking for when they visit your site or use your product.

The site lets you quickly find, connect with, and get feedback from your ideal customers. One of the coolest things about Usertesting.com is that you can share your product, website, or app, even if it’s just a prototype, with participants to work with. With screen recording and audio feedback, you can see how customers use your site and what they like and don’t like.

Being able to capture video recordings of users interacting with your product is super helpful for getting customer feedback. Even if the feedback is mostly negative, it provides constructive insights and helps prevent teams from going too far down the wrong path with a project.

6. GetFeedback

GetFeedback is a customer experience platform that helps businesses create and track customer surveys. What's cool about it is that they've got this super sleek and customizable survey interface that you can easily integrate into your company's website or app. They've got all sorts of question types, too - multiple-choice, rating scales, open-ended - so you can capture both numbers and words in your feedback.

But wait, there's more! GetFeedback has all these features that make it super simple to analyze your survey data. For example, the platform can automatically group feedback by topic so you can see where your customers are most happy or unhappy. Plus, there's real-time analytics so you can keep track of feedback as it rolls in and make changes to improve customer satisfaction.

But here's the real kicker: GetFeedback is all about visual design. They've got tons of customization options so you can make your surveys look just like your brand. And when your survey looks good, your customers are more likely to actually fill it out! So if you're looking to up your customer experience game and get some insights into your customer satisfaction, GetFeedback is the tool for you.

7. Appinio

Appinio is a powerful consumer research tool that provides businesses with valuable insights into their target audience. Their platform allows businesses to survey a diverse range of consumers, allowing them to gain a better understanding of consumer preferences and needs. With a focus on mobile surveys, Appinio makes it easy for businesses to reach their target audience anytime, anywhere.

The Appinio platform is incredibly user-friendly, making it easy for businesses to create and distribute surveys in a matter of minutes. With a team of experienced researchers and data analysts, Appinio also provides businesses with valuable insights into their survey data. This allows businesses to make informed decisions based on the data they collect, improving their overall consumer centricity.

Appinio is an excellent choice for businesses looking to improve their consumer centricity. With a focus on mobile surveys and a user-friendly platform, Appinio makes it easy for businesses to gain valuable insights into their target audience. Their team of experienced researchers and data analysts also provides businesses with valuable insights into their survey data, allowing them to make informed decisions based on the data they collect.

Embrace consumer-centricity today and win tomorrow

Becoming more consumer-centric is not just a buzzword, but a critical shift in business strategy that can lead to increased customer satisfaction, loyalty, and ultimately, revenue. By utilizing the right tools and software, businesses can gather valuable insights into their customers' preferences and needs, and use this information to tailor their products, services, and marketing efforts towards a more personalized approach. This not only benefits the customer, but also the business, as it can lead to increased brand loyalty and a competitive edge. So why wait? Invest in consumer-centricity software today and start reaping the benefits.

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Written by
Daniel Putsche
Daniel is the Founder & CEO of Horizon. He is driving the strategic development of the organization, establishing a thriving company culture with a team on a mission to help teams build products that customers really want. Daniel has a strong record in sales, marketing and building startups from zero to one. Before Horizon, he successfully founded and co-founded multiple companies, i.e. Candylabs, BikeBeat and Venture Advisory Partners.
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