It may seem like one of the curses of modern corporations but org design and regular reorganizations are now a fact of business life. I’m sure as an insight leader you will have seen your fair share.
As you’ve risen up the hierarchy you’ve probably changed in your role with regard to these events; from recipient to author. If you haven’t experienced this then I would encourage you to seek to be an author of such change.
From my experience two major opportunities exist for customer insight functions in this regard.
The first is to bring together the different technical areas who can best collaborate to provide deeper and more actionable insights. These include teams that are often located in different functional “silos”.
In line with my definition of Customer Insight, I would recommend bringing together: Customer Data, Analysis & Modelling, Research and Database Marketing teams. Suitably integrated and with an outcome focussed culture, these teams can together for an ‘Insight Engine‘ that produces not just technical output but actions that result in both commercial impact and improved customer experiences. (more…)