Kundeemner

Kundeemner is a concept used in Danish and Norwegian business discourse to describe the topics, issues, or subjects that are most relevant to customers. The term combines kunde 'customer' and emne 'subject or topic' and is used in marketing, content strategy, and service design.

It refers to a curated set of themes that define customer needs, questions, and concerns across touchpoints, such as product pages, onboarding, support, and communications. It focuses on what customers want to know, experience, or solve.

Kundeemner informs content planning, knowledge bases, and product roadmaps. By mapping kundeemner to customer journeys, organizations tailor messaging, FAQs, tutorials, and features to address the most frequent topics and pain points, improving clarity and satisfaction.

Identifying kundeemner involves qualitative and quantitative methods: customer interviews, surveys, support ticket analysis, live chats, and social listening. The output is a structured list of themes with subtopics and priority levels used to guide content creation and product decisions.

In practice, a company might organize kundeemner into themes such as pricing, onboarding, reliability, integration, and security, each with subtopics and sample questions that customers commonly raise.

It overlaps with customer insights, buyer personas, and user research but emphasizes topics rather than demographics, serving as a bridge between customer understanding and practical content and development tasks.

It should be updated regularly to reflect evolving customer needs and avoid over-generalization or internal bias in topic selection.