helping you master customer insight leadership

Pitfalls but publicity of public research

public researchHow reliable is public research? Can you trust those government or media covered surveys?

In the same week as we shared some examples of public segmentations, the BBC drove plenty of media coverage on the results of its latest “Happiness Test” research. Beautifully presented within its iWonder section, it captured the public imagination, especially in terms of evidence for traditional stereotypes in some areas of the country.

On the surface there was much to praise here. At a time when research is suffering being neglected by those interested in Big Data + Predictive Analytics, it is great to have such high-profile coverage for a large survey.

Sharing their data, and visualising it in a way that’s accessible for the general public, is the kind of data reciprocity and PR that public research really needs. It also captures the media & public interest, because it’s  fun; a “where should I live?” game. (more…)

Is Pharma learning from FS too?

exchange-of-ideas-81822_640After 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 de-toxify your brands and build a new perception.

Caroline McKinley from RBS has published an infographic summarising their approach to Customer Experience (CX), which you might find interesting: (more…)

How to get back to Customer Centric as the point

iStock photoAfter so much media attention to the terms Big Data, Predictive Analytics and Data Scientist, I’m pleased to see that attention is returning to topics like being “Customer Centric“.

Without cultural change within most organisations, ever more sophisticated use of data & analytics will just make them more efficient at irritating the customer rather than actually improving those vital relationships.

Despite the fact that Big Data still dominates Google searches…

…there are encouraging signs of more focus on application for the benefit of the customer. Here are a few sources I’ve found recently. (more…)

Retailers & Financial Services learning lessons

Corner ShopIn 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 from CMO magazine, which concisely summarises a number of the lessons which need to be learnt about delivering the integrated digital experience customers expect: (more…)

Valentine to Infographic?

commons.wikimedia
commons.wikimedia

Browsing Google Images this morning, you would think Valentine’s day was to celebrate love for the Infographic. There are so many published this year!

Well if you can’t beat them…

I’ve mentioned before the benefit of infographics, as well as other forms of data visualisation. They help you better grab attention and enable your readers to digest information faster. Plenty of studies have shown faster understanding of visually presented information, as well as better recall; at least for the majority of the population.

So, without further ado. With the aim of being topical. Here are my favourite Valentine’s Day infographics from the plethora on offer: (more…)

Insights into Home Insurance digital marketing effectiveness

WikipediaGiven both the number of our readers who work within Financial Services and the level of interest in a past post on Motor Insurance, I’m sharing another free extract from one of Global Reviews latest tracking studies.

This time it focuses on digital marketing effectiveness in the UK Home Insurance sector.

Here are a few of their findings, together with their data visualisations…

1) Generation Y are more demanding in online requirements

Those from the 18-35 age group are more likely to want: online tools which assist them in understanding which home insurance cover that is right for them; the ability to view and manage their account online; more information about home insurance; customer ratings and reviews. (more…)

Awards & trends for Database Marketing

The Internet Messenger by Buky Shwartz
The Internet Messenger by Buky Shwartz

As we get used to being in February already, it’s time to bring our series on awards & trends for different technical areas to a close. This week it’s the turn of the fourth quadrant in Holistic Customer Insight, that is the critical work of Database Marketing.

 

Given this team can often deliver the most obvious commercial return from a customer insight department, we might expect to find awards in this category relatively easily.

In fact it’s a Ronseal moment, as the award I’d like to highlight is the “Database Marketing Awards” organised by the often useful DBM magazine. They have some helpful categories which highlight the different strengths needed in this area, including: “Insight driven multichannel marketing”; “Insight driven social media marketing“; “Data quality management for Marketing“; and “Innovation in Analytics for Marketing“. Well worth entering from March. (more…)