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Embedding client insight to drive 
transformation in your firm 
John Dore 
29th October 2014
Where I’m from
Lots of ways of asking questions 
What did you do last Tuesday? 
! I can’t remember 
! I was on a yacht in the Caribbean d...
“Your most unhappy customers are 
your greatest source of learning.” 
Bill Gates
“You’ve got to start with the 
customer experience and 
wo r k ba c kwa rds t o t h e 
technology…As we tried to 
come up ...
1987 
2014
Meanwhile
It all begins with insight 
publications 
brand 
development 
internal 
comms 
content 
marketing 
campaign 
advertising 
...
The reason you’re there 
The CEO 
The Strategy 
Finance Director 
The balance sheet 
The HR Director 
Engagement 
measures...
Decide what you measure 
Satisfaction Loyalty Advocacy Performance 
Decide who you measure 
Sectors/ 
Segments 
Sampled cl...
Decide what you measure 
Satisfaction Loyalty Advocacy Performance 
Decide who you measure 
Sectors/ 
Segments 
Sampled cl...
“What ever you do, do it well. Do it so well 
that when people see you do it they will 
want to come back and see you do i...
Some experience 
•Need to get alongside the CEO, and get him alongside 
the programme 
•Help the business ‘see the wood fo...
For service/advisory businesses: 
•be accessible/consistent 
•understand my business 
•be proactive
The magnificent seven 
1. Strategic alignment – ensure that client insight goals and activities are aligned to the firm’s ...
"What are the most effective ways 
of obtaining client feedback/insight 
from high-net worth private clients, 
or key seni...
Pitfalls, mistakes and learning 
1. Make it engaging, for client and for management 
2. Commission, don’t buy data (like e...
mail: john@waveyourarms.com 
phone: + 44 (0) 7515 357604 
web: www.waveyourarms.com 
follow: @waveyourarms, @inspirebus 
J...
John Dore - Client Insight
John Dore - Client Insight
John Dore - Client Insight
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John Dore - Client Insight

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Topic: Embedding Client insight to drive transformation in your firm

- How to get the most from your client voice programme: the passport to empower marketing
- Turning client insight into actionable plans, that stick – and drive consistency in service across international markets
- Engaging leaders, teams and the wider business: how do you get the C-suite to listen?
- Pitfalls, mistakes and learning: 5 lessons from inside leading financial services business

Published in: Marketing
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John Dore - Client Insight

  1. 1. Embedding client insight to drive transformation in your firm John Dore 29th October 2014
  2. 2. Where I’m from
  3. 3. Lots of ways of asking questions What did you do last Tuesday? ! I can’t remember ! I was on a yacht in the Caribbean diving for octopus ! I caught a bus to a conference in Swansea ! Was in the office catching up on emails ! Looking for a new job Select one answer from the above and then move to the next section. !!
  4. 4. “Your most unhappy customers are your greatest source of learning.” Bill Gates
  5. 5. “You’ve got to start with the customer experience and wo r k ba c kwa rds t o t h e technology…As we tried to come up with a strategy and a vision for Apple, we started with what are the incredible benefits we can give to the customer, where can we take the customer…” - Steve Jobs
  6. 6. 1987 2014
  7. 7. Meanwhile
  8. 8. It all begins with insight publications brand development internal comms content marketing campaign advertising CLIENT INSIGHT events press and pr social and web
  9. 9. The reason you’re there The CEO The Strategy Finance Director The balance sheet The HR Director Engagement measures Operations Director Performance The Marketing Director THE CUSTOMER Communications Press & PR, Social The Risk Director Regulator, Professional body
  10. 10. Decide what you measure Satisfaction Loyalty Advocacy Performance Decide who you measure Sectors/ Segments Sampled clients Top clients Markets Decide how you measure Engagement Programmes Market comparison reports Commissioned research Purchased
  11. 11. Decide what you measure Satisfaction Loyalty Advocacy Performance Decide who you measure Sectors/ Segments Sampled clients Top clients Select markets Decide how you measure Engagement programmes Market comparison reports Commissioned research Purchased
  12. 12. “What ever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.” - Walt Disney Loyalty Advocacy
  13. 13. Some experience •Need to get alongside the CEO, and get him alongside the programme •Help the business ‘see the wood for the trees’ •Take the story on the road, particularly front line employees • Rationalise the ‘what’, ‘who’, ‘how’: focus on what really drives loyalty, advocacy, margin and revenue growth
  14. 14. For service/advisory businesses: •be accessible/consistent •understand my business •be proactive
  15. 15. The magnificent seven 1. Strategic alignment – ensure that client insight goals and activities are aligned to the firm’s goals and objectives. 2. Timeliness – the greatest strength of insight is the ability to foresee the future, e.g., before a product launch, or before a new brand campaign goes live. 4. Timelessness – the principles that underpin the client insight strategy should have some longevity, so the design has future tracking envisaged at the outset 3. Actionable – design it to be relevant and impactful to the business 5. Integration – combining client insight data, with market data, performance metrics, employee survey data, social media and other internal dashboard measures is the ‘holy grail’ of client insight. It’s difficult to do - but partnering may give richer insight. 6. Customer – focus on customers, as opposed to brand or channel, strategy. Seek deep insight about the things that are import from the client’s perspective, rather than seek to understand things that are important internally to the firm. 7. Adoption - does the client insight programme have its own vitality? The really client–centric companies consider potential customer impact in every decision they make.
  16. 16. "What are the most effective ways of obtaining client feedback/insight from high-net worth private clients, or key senior executive clients (CEO/MD level), who are typically time poor and whom often prefer to delegate, or to simply ignore such requests?"
  17. 17. Pitfalls, mistakes and learning 1. Make it engaging, for client and for management 2. Commission, don’t buy data (like ever). 3. Personally know your NPS from NVS from your NFC. 4. Make it important, even emotive 5. Find a brilliant insight partner and bring them inside
  18. 18. mail: john@waveyourarms.com phone: + 44 (0) 7515 357604 web: www.waveyourarms.com follow: @waveyourarms, @inspirebus John’s career spans leadership roles with major businesses including HSBC, Barclays, Herbert Smith, EY and Arthur Andersen. John has over twenty-years facilitation experience, designing and leading events in Europe, Asia and the US. From internal workshops for senior executives to major international client conferences, he has refined a range of approaches to facilitation that have consistently engaged demanding audiences. John founded Wave Your Arms in 2014 to help businesses transform the way they engage their people and their clients. Contact

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