Customer research allows businesses to tailor their customer service offerings to better meet their clients’ needs. By understanding the pain points and challenges that customers face, businesses can develop solutions that address these issues and improve the overall customer experience. Customer service research can also identify areas where businesses can differentiate themselves from their competitors and establish themselves as leaders in their field. 

But the most important reason for customer research is that customers are human. They don’t always act logically or in the way a business would like them to, even if customers want what the business is offering. We know that being healthy is better for people, but many people don’t always look after their health in the best way possible. It’s not because people don’t want to be healthier or feel that being healthy is a lie; it’s because of a host of human factors that sway behaviour. Customer research focuses on why customers behave a certain way and what motivates them to ensure that the business iterates its offering to best serve these human factors.