Measuring is knowing, and knowing often doesn’t change a thing. We’re all convinced, measuring is knowing. But far too often, we fail to implement. So it's high time to close the "knowing-doing" gap !

1. Galland.be
consultants in strategic marketing
“The day after”
Research put into action
June 2011
Galland.be

2. “Judge a man by his questions
rather than by his answers”
Voltaire
2 Galland.be
Galland.be

3. ©jinx (flickr)
You just finished
a research project
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4. 4 Galland.be
©walknboston (flickr)

5. ©nojhan (flickr)
How will this improve
customer experience?
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6. ©Matt From London (flickr)
Only 10 % of the companies
actually “implement change” as
inspired by customers
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7. Taking research further
100%
90%  95% of companies listen to customers
 50% communicate findings to employees
80%  30% act upon findings
70%  10% implement change
 5% feedback to customers
60%
50%
40%
30%
20%
10%
0%
Collect Alert staff Use insights Deploy & Tell customers
feedback improve
Source: Customerchampions.co.uk (European companies)
Galland.be

8. ©dlhdmb13 (flickr)
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9. Closing the knowing-doing gap
Research
Learnings
Turn Learnings into Business decisions
Define a clear strategy in terms of what the Business decisions
company should do and what the company should
not do
Turn Business decisions into Actions
The company strategy needs to be reflected in all Actions
actions taken by your organisation
Turn Actions into Value creation
All actions should contribute into a better customer
experience, bringing value to the customer and the Value creation
company
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10. ©astanita (flickr)
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11. You happily pay the
price of your research,
because you know it is
valuable. You are right.
Are you aware of the
cost of ignoring your
customers, if you don’t
put research results
into action?
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12. “A brand is more than a promise,
It’s a commitment to create
a unique experience
for your customers”
Ann Galland
12 Galland.be
Galland.be

13. Find out more?
Contact us at www.galland.be
Call us, mail, or let’s meet
Ann Galland
Managing Director
ann@galland.be
+32 477 225 415
Geert Van Couteren
eMarketing consultant
geert@galland.be
+32 477 920 470
Galland.be

14. Galland.be
consultants in strategic marketing
Galland.be