Guest post shared on Customer Insight Leader. Mark Cameron makes the case that data-driven (& digital) spam is no improvement on the old spam marketing.
Starting with this post, I am going to share a weekly series of ‘3 top tips’ for maximising the value of each of the different technical teams within a Customer Insight department; starting with the research team. This content is intended to complement our previous focus on holistic customer insight. None of what I’m about to share is rocket science and is probably only a reminder of what you knew.. Read More
Interestingly, the interim results from our recent poll on barriers to realising value, are revealing that there isn’t one most common barrier to maximising the value of your customer insight. Instead, your votes have identified 7 equally likely barriers. Perhaps it really is, as Proverbs puts it, “the little foxes who spoil the vineyard”. They say a problem shared is a problem halved, so hopefully it helps you to understand the.. Read More
The sub-title of this book is “Can you learn to be happy?” and this question is explored through a series of short chapters summarising the most popular course at Harvard today. This might seem a strange topic for this blog, but my coaching work with customer insight leaders has taught me the power of Positive Psychology. It is also a short (168 pages) book, fun and very accessible; so a.. Read More
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
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
To compliment our recent emphasis on analytics, here are a number of data related articles from other bloggers to share with you. First, in an article published within Autumn 2014 edition of DataIQ Magazine, I caution the new cohort of more senior Customer Insight Leaders to not overlook their data teams. I would recommend anyone in this role read: “Don’t turn your data team into Cinderella“. DataIQ – Online Editions To.. Read More