helping you master customer insight leadership

How are you keeping up with 2015 priorities?

Back in January you voted on Customer Insight priorities for 2015. Interim results have remained stable, with two clear winners. “Improve commercial impact” and “Leadership capability“. As we reach the end of 2015, it’s a good time to check in on progress. How did you do? Are you making the progress you intended? Have unexpected barriers got in your way? It’s easy to get discouraged or become detached from your original.. Read More

How Socrates can help you get a better brief

Are you too often frustrated that you’re not making a difference in your business? Do your internal customers ever criticise what they receive from your team, asking “where’s the insight?” Sometimes this is due to technical skills or barriers that need to be addressed, but very often it’s due to poor communication. Do you need to get a better brief? What I mean is this. Marketers or other stakeholders within your business can.. Read More

The dangers of Public Segmentations

Recently it seems that segmenting your customers or citizens, and then sharing as public segmentations, is becoming fashionable. In part, this is to be applauded and welcomed. It highlights a key tool within the Customer Insight toolkit, encourages greater focus on understanding people and embraces the need for greater transparency. However, there is also an inherent risk, that readers fail to understand the purpose, design & limitations of such segmentations and thus unwittingly apply them where.. Read More

Is Pharma learning from FS too?

After previously sharing on FS firms & Retailers learning from each other, it’s interesting to see in CX Magazine how FS firms are sharing CX lessons at a conference for Pharma. Perhaps sector cross-pollination of ideas is back in fashion as firms refocus their strategies for growth? Other sectors learning from FS is surely an encouragement to those of you who are customer leaders within FS firms, still working hard to.. Read More

Retailers & Financial Services learning lessons

In recent years, especially since the ‘credit crunch’ recession, it has become common for commentators to look into what Financial Services companies can learn from other industries. These have included Telcos & Retailers among others, with some associated cross-pollination of Marketing leaders crossing sectors (with mixed success). A number of commentators have shared some good points on the lessons FS could learn from Retail. The first I want to share is this article.. Read More

Event: #CAI2015

Well, after much publicity, it’s good to have finally experienced Customer Analytics & Insights for Retail Financial Services 2015 (helpfully shortened to #CAI2015). It was a very enjoyable event and one I would recommend to those wanting an oversight or leadership perspective on what others are doing in this space. Speakers did not get into the level of technical detail which some analysts might expect, but customer insight leaders found.. Read More

How to start creating the Customer Insight Strategy you need

Customer Insight Strategy

Too few companies have a Customer Strategy, let alone a Customer Insight (CI) Strategy. At least, that’s my experience. In fact many business strategies that I’ve seen, which seek to pepper their presentation with customer language, if you look closer are really channel strategies or product strategies – reflecting the current silos in that business. This is unfortunate, as most CEOs would acknowledge the critical importance of their business understanding,.. Read More