Final Episode of AI in Business Blog Series: Customer Foresight

Final Episode of AI in Business Blog Series: Customer Foresight


Author: Antti Pohjolainen, Codento

In the fast-paced world of business, the ability to foresee and meet customer needs is a key differentiator between a thriving company and a struggling one. The concept of “customer foresight” revolves around the proactive anticipation of consumer demands, preferences, and behaviors. This strategic approach enables businesses to stay ahead of the curve, offering products and services that align closely with what their customers want.


Understanding Customer Needs before They Realize Them

Anticipating customer needs involves more than just offering what they ask for; it’s about understanding what they might want before they even realize it themselves. By employing various techniques, companies can gather insights, analyze trends, and predict shifts in consumer behavior, thus enabling them to tailor their offerings to align more precisely with customer expectations.


Data Analysis as the Starting Point

One of the primary methods for understanding customer needs is data analysis. Leveraging various technologies, including AI and machine learning, it is possible to find the right opportunities to pursue after, exceed customer expectations, and, perhaps most importantly, optimize your profits. 


An Example of Customer Foresight in Practice

Codento has been working with some of Finland’s most ambitious companies to provide them with customer foresight capabilities. For example,, a leading online retailer, restructured its product categories based on the analysis of customer search patterns and purchase history.

It integrated several product management systems to streamline its operations and improve product availability. Additionally, it renewed its customer-facing front end by incorporating personalized product recommendations and a more intuitive user interface, all with the help of Codento’s customer foresight capabilities. 


There Is Always Room for Creativity and Innovation

However, successful customer foresight isn’t solely reliant on data and technology; it’s equally about creativity and innovation. Companies must be agile and adaptable, willing to experiment with new ideas and concepts. Innovative solutions can surprise and delight customers, setting a business apart from its competitors.

The essence of customer foresight lies in the ability to adapt and evolve continuously. Consumer needs are dynamic and influenced by various factors such as cultural shifts, technological advancements, and global events. Therefore, businesses must remain agile and responsive to change to stay ahead in the market.


Customer Foresight is a Fundamental Strategy for Any Successful Business

In conclusion, customer foresight is a fundamental strategy for any successful business. By leveraging data, technology, consumer feedback, and innovative thinking, companies can better anticipate and fulfill customer needs. Understanding what customers want before they do and delivering it seamlessly is the hallmark of a customer-centric and forward-thinking business.

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About the author: Antti  “Apo” Pohjolainen, Vice President, Sales, joined Codento in 2020. Antti has led Innofactor’s (Nordic Microsoft IT provider) sales organization in Finland and, prior to that, worked in leadership roles at Microsoft for the Public sector in Finland and Central & Eastern Europe. Apo has been working in different sales roles longer than he can remember. He gets a “seller’s high” when meeting with customers and finding solutions that provide value for all parties involved. Apo received his MBA from the University of Northampton. His final business research study dealt with Multi-Cloud. Apo has frequently lectured about AI in Business at the Haaga-Helia University of Applied Sciences.