helping you master customer insight leadership

How to create a culture of action

Whilst debating the relative merits of different metrics, I’ve been reminded of the importance of a culture of action within teams. That debate was sparked by my recent post, encouraging those implementing Customer Effort Score programmes to learn the lessons of what happened with NPS (i.e. don’t waste time arguing over metrics). Ironically this then prompted comments debating the relative merits of NPS, CES or CSat as metrics. But it’s always.. Read More

Poll: What’s your biggest barrier?

For a previous poll, in answer to the question “which support service would you choose?”, your most popular choice was training for customer insight teams. The joint next choices were, a capability health check, or bespoke consultancy. This is coupled with 88% of you confirming that in an “ideal world” you would seek external help. Since May, I’ve spoken at five different customer insight related conferences, and  the questions asked during.. Read More

Event: Insurance Data & Analytics 2014

This event organised by Post Magazine was pretty well attended by Insurers and their suppliers. Although the audience was pretty quiet during Q&A sessions after each speaker, there was plenty of time for questions and a good buzz of questions & ideas during the breaks. A good mix of presentations, interviews and panel sessions as well. With apologies to those who my failing memory has overlooked, here are my recollections:.. Read More

Do you benefit from the full breadth of Customer Insight?

Different businesses continue to use the term “Customer Insight” to mean different things. Even in our poll of over 100 customer insight leaders, only half of you considered data management or database marketing to be part of Customer Insight. The majority also had only research reporting into them, not analytics. Does that ring true with your role? In June, I shared a definition of Customer Insight that I find useful: “A non-obvious understanding.. Read More

Why should Behavioural Economics matter to you?

Since presenting at their regional events and writing an article for the CII’s Journal, I’ve continued to hear a demand for more understanding of Behavioural Economics (BE). It appears the majority of insurers have delegated this challenge to their risk & pricing teams and few are engaging actively with their marketing and customer insight teams. I think this is a missed opportunity, not just for better compliance with FCA expectations,.. Read More

Customer Effort Score remember the NPS wars

Many commentators have recently debated the relative merits of Customer Effort Score (CES) verses Net Promoter Score (NPS). As a leader who remembers the controversy that surrounded NPS when it first came to dominance, the parallels are concerning. I still recall the effort wasted trying to win the battle to point out the flaws in NPS and lack of academic evidence, whilst in fact I was looking a gift horse in.. Read More

Redesigning Customer Experiences from the Outside In

This book has a dull cover and lacks any colour graphics within its pages. So, if you spot it, you might not be enthused. However, persistence is rewarded, as there is much customer experience and customer insight leaders can learn from this book. Written by a couple of leaders at Forrester Research, it provides the reader with an overview of everything to consider in order to improve customer experiences. As anyone who.. Read More