One thing that connects nearly all companies in today’s digital world is the universal quest for data. From data modeling solutions to business intelligence tools, there has been a big explosion of access to data velocity, volume and variety across all stages of companies—from startups to enterprises. Chief information officers (CIOs) are at the center of this movement, leading data revolutions at companies around the globe—but right now all technical talent is paying attention to what data is sharing.

However, I have seen many CIOs get bogged down by numbers and forget about both the qualitative and quantitative data coming from the audience who knows their company better than anyone: their customers.

I believe that to fully understand what the data tools are processing today, CIOs also need to prioritize paying attention to the voice and lens of their users. And I don’t just mean looking at how long customers stay on a webpage or what links have the highest click-back rates. Here are my four tips that CIOs can incorporate for their teams to help tap into new metrics and get better data to help their organization:

Continue reading on Forbes, where this article was originally published.

Christian Wiklund is unitQ co-founder and CEO.