Customer Insights leading to more profitable relationship

February 3, 2016

Last week Ben Musgrave of Keyrus and I chaired a workshop on “Customer Insights leading to more profitable relationship” at the annual Customer Insight & Analytics Exchange conference in London.

With two dozen participants from companies ranging from a large multinational building supplier, to retailers, to telcos from around to Europe to the HMRC we discussed the goals, challenges and lessons learned from a number of applied Customer Insight projects.

Starting from the goal of creating a more complete view on a customer we identified some of the key themes and data sources to be tapped into.

CustomerInsightKeyThemes

 

From there we moved to establish what we call the Trinity Model of Customer Insight: Combining customers, catalysts & solutions into a single flow & view. The hard part is to detect the catalysts. What is a catalyst? A catalyst is an event, which has a significant impact on your customers. Based on the detected catalyst a company might then offer a solution to a customer.

trinity-model-customers-insights

As a follow up we packaged best practice, key questions and lessons learned into the this 2-pager (pdf, 85kB available for download).