Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Gain Deeper Insights: Using analytics and research to generate insights

884 views

Published on

An introduction to Customer Insight, explaining what it is & how to pull multiple technical skills together to generate customer insights which provoke action. Paul Laughlin shares learning from over a decade of creating and leading customer insight teams to make £10m difference p.a. to bottom lines.

Published in: Marketing
  • Be the first to comment

Gain Deeper Insights: Using analytics and research to generate insights

  1. 1. Gain deeper insights Using analytics and research to generate insights Paul Laughlin, Managing Director, Laughlin Consultancy © Laughlin Consultancy Ltd, not to be used without permission.
  2. 2. Who am I to advise you? Experience in the field © Laughlin Consultancy Ltd, not to be used without permission.
  3. 3. What is customer insight? ❖ Data ❖ Analytics ❖ Research ❖ Database Marketing “A non-obvious understanding about your customers, which if acted upon, has the potential to change their behaviour for mutual benefit” © Laughlin Consultancy Ltd, not to be used without permission.
  4. 4. Growing authority of insight ❖ Customer Insight Directors or Chief Knowledge Officers now exist across blue chip companies in many sectors (UK and USA) ❖ Competition? ❖ Regulation? ❖ Fad? © Laughlin Consultancy Ltd, not to be used without permission.
  5. 5. Dimensions of value-add © Laughlin Consultancy Ltd, not to be used without permission. Customer Strategy Insight Value Creator Voice of the Customer Targeted Customer Interactions Evidence for Regulator Product/Channel Neutrality
  6. 6. Maximising each element Customer Data Customer Analysis Customer Research Database Marketing © Laughlin Consultancy Ltd, not to be used without permission.
  7. 7. Customer insight ecosystem Customer Data Customer Research Customer Analysis Database Marketing Feel Experiences Test Hypotheses Converge Evidence Consider in market & competitor context Structured questioning to generate Insights Visual communication o f compelling stories © Laughlin Consultancy Ltd, not to be used without permission.
  8. 8. Hybrids wear many hats ❖ Data Scientist ❖ Psychologist ❖ Artist/Storyteller ❖ Sales Coach ❖ Economist/Statistician ❖ People Leader © Laughlin Consultancy Ltd, not to be used without permission.
  9. 9. It’s all about taking action ❖ Need ❖ Actionability ❖ Output ❖ Progress ❖ Complete © Laughlin Consultancy Ltd, not to be used without permission.
  10. 10. Influencing at the Top Table ❖ What’s on their agenda? ❖ Customer updates ❖ Commercial updates ❖ Joint updates with Marketing & Operations © Laughlin Consultancy Ltd, not to be used without permission.
  11. 11. Sustaining the improvement ❖ Executive Coaching works ❖ Insight leaders should benefit ❖ It’s for winners not losers ❖ Take care choosing a coach © Laughlin Consultancy Ltd, not to be used without permission.
  12. 12. Can I help you? customerinsightleader.co m laughlinconsultancy.com @LaughlinPaul linkedin.com/in/paullaughlin laughlin.consultancy@icloud.c om +44 (0)7446 958061 © Laughlin Consultancy Ltd, not to be used without permission.

×