Why Clues?

Clues are those tell-tale signs left as people talk about, browse, buy, or sell goods and services. Clues occur in three ways:

1. as consumers and customers engage one another


2. as customers engage your business


3. as your business engages customers

Even the absence of a clue is sometimes signficant to your engagement with customers. Considered alone, clues are nothing more than data points though.

Put in context, clues provide actionable insights into:

• the way your customers think about your brand, as well as specific products and services


• the ease with which customers find what they need from your business


• the ways customers use your products and services

A customer's experience with your business is made up of the collection of clues that they give away as they browse, purchase, use, discuss with others, and request support for your products or services. That experience can be good or bad, favorable or unfavorable.