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Paul Laughlin, Managing Director, Laughlin Consultancy
The Softer Skills
Data Professionals
also need these to
make an impact
Background
❖ Created and lead customer insight
teams for all the major insurance
brands, products & channels used by
Lloyds Banking Group over 13 years
❖ Added over £11m incremental profit
to bottom line annually
❖ Pioneered work with FCA on
Behavioural Economics in comms
❖ Developed capability in team of 44 &
mentored next generation of leaders
Business
“Helping businesses make money from customer insight”
Laughlin Consultancy helps companies maximise sustainable
value from their customer insight, for example by growing their
bottom line, improving customer retention and demonstrating to
their regulator that they treat customers fairly.
Globally, Data Science matters
© Laughlin Consultancy Ltd, not to be used without permission.
6 months of data progress
9 Step Analysis Model
Question
Data Analysis Insight
Planning	
  &	
  
Design
Presentation	
  &	
  
Distribution
Solution
Buy	
  -­‐	
  in Sign	
  -­‐	
  off
“Contracting”	
  
translating	
  business	
  
questions	
  into	
  
actionable,	
  
analytical	
  terms	
  
“Delivering”	
  
expressing	
  analysis	
  
&	
  insight	
  in	
  
actionable	
  business	
  
terms
Addressing	
  
business	
  need
Transparency	
  of	
  
activity
Engagement	
  with	
  
key	
  stakeholders
Getting a good
quality brief
Question
The problem with requests
Socratic questioning
❖ Aim is to help client have clarity on
need not just what they want:
❖ Concept clarification questions
❖ Probing assumptions
❖ Probing rationale, reasons &
evidence
❖ Questioning viewpoints &
perspectives
❖ Probe implications & consequences
“By failing to prepare, you are preparing to fail” Benjamin Franklin
10
Planning & Design stage
Question
Planning	
  &	
  Design
11
What do we
already know?
What am I
missing?
How could I
fill this gap?
How am I going to
communicate
findings?
What are the
Hypotheses?
You could start at any
point in the cycle but
you should look to
address all elements
in completing your
analysis
Design Map
Who
Use	
  /	
  Involvement	
  /	
  Experience
Shopping/Buying
Engagement	
  /	
  Influences▪What characterises the
customer/ segment
−demographics
−stage of life
−attitudes
−behaviours
−dissatisfactions
−routines
−etc

▪What are their chief concerns
in life (attitudinal data)?
▪What are their key needs and
aspirations?
▪What are their circumstances
and what is going on in their
lives that impacts how they
see the category?
▪What motivates them?
▪What are their preferred channels for
researching and purchasing products
and how does this compare with other
types of products?
▪How do they make a purchase decision
and what factors are important?
▪What are their attitudes to advice? What
prompts/triggers them to seek advice?
▪How do they perceive your brand vs
other brands? (product category and
wider)
▪How do they become aware of the
category?
▪What is there attitude to planning for
the future? When do they think
ahead, what triggers this?
▪When do they reconsider their
choices? What prompts change?
▪ What and who influences them
and their choices? Who do they
turn to for guidance/information/
recommendations?
▪What competitive product holdings
do they have and why?
▪When are they receptive to
messages?
▪What does the segment need and want
when buying your products?
▪What products are they most likely to
buy and why?
▪What is the current customer
experience?
▪What are the key dissatisfactions
(irritations, frustrations etc) with the
current process?
Pricing/Finances
▪How engaged/informed/involved are
they with regard to competitive pricing?
▪What products do they hold? How does
this contrast with other segments?
▪What triggered their purchase? What
stops them buying?
▪Do they go on to buy something else?
(us or competitor)
▪What are their goals and to what extent
do they plan their spend (budgets)?
12
Insightful questions
“Men often oppose a thing merely because they have had no agency in planning it, or because
it may have been planned by those whom they dislike.” Alexander Hamilton (American politician)
13
Buy-In stage
Question
Planning	
  &	
  Design
Buy-­‐in
Stakeholder Mapping
“A moment's insight is sometimes worth a life's experience”
Oliver Wendell Holmes, Sr. (American writer)
15
Insight stage
Question
Data Analysis Insight
Planning	
  &	
  Design
Buy-­‐in
Media and Technology Trends
Regulatory Environment
Socioeconomic Stats
Competitor Intelligence
Market Developments
Qualitative Research
Quantitative Studies
Tracking Studies
Meeting Customers F2F
Customer Complaints
Listening in at Call Centre
Those who meet customers
Sales, Customer &
Transactional data
Communication
Evaluations
Behavioural
DataEnvironm
ent
Research
Custom
er
Connection
Customer Personas/Vox pops
Customer Experience Study
Market	
  Intel.	
  Team	
  
External	
  MI	
  Database
Data	
  Team	
  
Analysis	
  Team
Research	
  Team
Customer	
  facing	
  
Colleagues
16
4 sources of Insight
“Think like a wise man but communicate in the language of the people”
William Butler Yeats (Irish poet)
17
Sign-off stage
Question
Data Analysis Insight
Planning	
  &	
  Design
Buy-­‐in Sign-­‐off
Communicating
your analysis
Question
Data Analysis Insight
Planning	
  &	
  Design
Presentation	
  &	
  
Distribution
Buy-­‐in Sign-­‐off
Effective Communication
❖ Complete
❖ Concise
❖ Considerate
❖ Concrete
❖ Clear
❖ Courteous
❖ Correct
Hierarchies of communication
❖ Hierarchies of headlining
❖ Short, eye-catching, wording
Storytelling
❖ People are engaged by stories
❖ Psychological studies show better
attention & recall (esp. feelings)
❖ Common templates:
❖ “Just imagine, if…”
❖ “Wow! I’m going to tell… about this”
❖ The Burning Platform
Data Visualisation Principles
❖ Graphical integrity
❖ Data-Ink
❖ Chart Junk
❖ Data Density
❖ Small Multiples
Data Visualisation
Data Visualisation
Influencing the
Outcome
Question
Data Analysis Insight
Planning	
  &	
  Design
Presentation	
  &	
  
Distribution
Solution
Buy-­‐in Sign-­‐off
It’s all about taking action
❖ Ensuring request is for action
❖ Designing analysis for action
❖ Including recommended actions
❖ Progress updates on action
❖ Measure effect of actions
© Laughlin Consultancy Ltd, not to be used without permission.
Influencing at the Top Table
❖ What’s on their agenda?
❖ Bring Customer updates
❖ Bring Commercial updates
❖ Joint updates with
Marketing, Sales or Ops
(collaborate)
© Laughlin Consultancy Ltd, not to be used without permission.
9 Step Analysis Model
Question
Data Analysis Insight
Planning	
  &	
  
Design
Presentation	
  &	
  
Distribution
Solution
Buy	
  -­‐	
  in Sign	
  -­‐	
  off
“Contracting”	
  
translating	
  business	
  
questions	
  into	
  
actionable,	
  
analytical	
  terms	
  
“Delivering”	
  
expressing	
  analysis	
  
&	
  insight	
  in	
  
actionable	
  business	
  
terms
Addressing	
  
business	
  need
Transparency	
  of	
  
activity
Engagement	
  with	
  
key	
  stakeholders
Action orientated learning
One thing I will do
differently as a result of
this presentation is…
linkedin.com/in/paullaughlin
paul@laughlinconsultancy.com
+44 (0)7446 958061
Any questions?
customerinsightleader.com	
laughlinconsultancy.com
@LaughlinPaul
© Laughlin Consultancy Ltd, not to be used without permission.

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Presentation at Big Data & Analytics for Insurance 2016

  • 1. Paul Laughlin, Managing Director, Laughlin Consultancy The Softer Skills Data Professionals also need these to make an impact
  • 2. Background ❖ Created and lead customer insight teams for all the major insurance brands, products & channels used by Lloyds Banking Group over 13 years ❖ Added over £11m incremental profit to bottom line annually ❖ Pioneered work with FCA on Behavioural Economics in comms ❖ Developed capability in team of 44 & mentored next generation of leaders
  • 3. Business “Helping businesses make money from customer insight” Laughlin Consultancy helps companies maximise sustainable value from their customer insight, for example by growing their bottom line, improving customer retention and demonstrating to their regulator that they treat customers fairly.
  • 4. Globally, Data Science matters © Laughlin Consultancy Ltd, not to be used without permission.
  • 5. 6 months of data progress
  • 6. 9 Step Analysis Model Question Data Analysis Insight Planning  &   Design Presentation  &   Distribution Solution Buy  -­‐  in Sign  -­‐  off “Contracting”   translating  business   questions  into   actionable,   analytical  terms   “Delivering”   expressing  analysis   &  insight  in   actionable  business   terms Addressing   business  need Transparency  of   activity Engagement  with   key  stakeholders
  • 7. Getting a good quality brief Question
  • 8. The problem with requests
  • 9. Socratic questioning ❖ Aim is to help client have clarity on need not just what they want: ❖ Concept clarification questions ❖ Probing assumptions ❖ Probing rationale, reasons & evidence ❖ Questioning viewpoints & perspectives ❖ Probe implications & consequences
  • 10. “By failing to prepare, you are preparing to fail” Benjamin Franklin 10 Planning & Design stage Question Planning  &  Design
  • 11. 11 What do we already know? What am I missing? How could I fill this gap? How am I going to communicate findings? What are the Hypotheses? You could start at any point in the cycle but you should look to address all elements in completing your analysis Design Map
  • 12. Who Use  /  Involvement  /  Experience Shopping/Buying Engagement  /  Influences▪What characterises the customer/ segment −demographics −stage of life −attitudes −behaviours −dissatisfactions −routines −etc
 ▪What are their chief concerns in life (attitudinal data)? ▪What are their key needs and aspirations? ▪What are their circumstances and what is going on in their lives that impacts how they see the category? ▪What motivates them? ▪What are their preferred channels for researching and purchasing products and how does this compare with other types of products? ▪How do they make a purchase decision and what factors are important? ▪What are their attitudes to advice? What prompts/triggers them to seek advice? ▪How do they perceive your brand vs other brands? (product category and wider) ▪How do they become aware of the category? ▪What is there attitude to planning for the future? When do they think ahead, what triggers this? ▪When do they reconsider their choices? What prompts change? ▪ What and who influences them and their choices? Who do they turn to for guidance/information/ recommendations? ▪What competitive product holdings do they have and why? ▪When are they receptive to messages? ▪What does the segment need and want when buying your products? ▪What products are they most likely to buy and why? ▪What is the current customer experience? ▪What are the key dissatisfactions (irritations, frustrations etc) with the current process? Pricing/Finances ▪How engaged/informed/involved are they with regard to competitive pricing? ▪What products do they hold? How does this contrast with other segments? ▪What triggered their purchase? What stops them buying? ▪Do they go on to buy something else? (us or competitor) ▪What are their goals and to what extent do they plan their spend (budgets)? 12 Insightful questions
  • 13. “Men often oppose a thing merely because they have had no agency in planning it, or because it may have been planned by those whom they dislike.” Alexander Hamilton (American politician) 13 Buy-In stage Question Planning  &  Design Buy-­‐in
  • 15. “A moment's insight is sometimes worth a life's experience” Oliver Wendell Holmes, Sr. (American writer) 15 Insight stage Question Data Analysis Insight Planning  &  Design Buy-­‐in
  • 16. Media and Technology Trends Regulatory Environment Socioeconomic Stats Competitor Intelligence Market Developments Qualitative Research Quantitative Studies Tracking Studies Meeting Customers F2F Customer Complaints Listening in at Call Centre Those who meet customers Sales, Customer & Transactional data Communication Evaluations Behavioural DataEnvironm ent Research Custom er Connection Customer Personas/Vox pops Customer Experience Study Market  Intel.  Team   External  MI  Database Data  Team   Analysis  Team Research  Team Customer  facing   Colleagues 16 4 sources of Insight
  • 17. “Think like a wise man but communicate in the language of the people” William Butler Yeats (Irish poet) 17 Sign-off stage Question Data Analysis Insight Planning  &  Design Buy-­‐in Sign-­‐off
  • 18. Communicating your analysis Question Data Analysis Insight Planning  &  Design Presentation  &   Distribution Buy-­‐in Sign-­‐off
  • 19. Effective Communication ❖ Complete ❖ Concise ❖ Considerate ❖ Concrete ❖ Clear ❖ Courteous ❖ Correct
  • 20. Hierarchies of communication ❖ Hierarchies of headlining ❖ Short, eye-catching, wording
  • 21. Storytelling ❖ People are engaged by stories ❖ Psychological studies show better attention & recall (esp. feelings) ❖ Common templates: ❖ “Just imagine, if…” ❖ “Wow! I’m going to tell… about this” ❖ The Burning Platform
  • 22. Data Visualisation Principles ❖ Graphical integrity ❖ Data-Ink ❖ Chart Junk ❖ Data Density ❖ Small Multiples
  • 25. Influencing the Outcome Question Data Analysis Insight Planning  &  Design Presentation  &   Distribution Solution Buy-­‐in Sign-­‐off
  • 26. It’s all about taking action ❖ Ensuring request is for action ❖ Designing analysis for action ❖ Including recommended actions ❖ Progress updates on action ❖ Measure effect of actions © Laughlin Consultancy Ltd, not to be used without permission.
  • 27. Influencing at the Top Table ❖ What’s on their agenda? ❖ Bring Customer updates ❖ Bring Commercial updates ❖ Joint updates with Marketing, Sales or Ops (collaborate) © Laughlin Consultancy Ltd, not to be used without permission.
  • 28. 9 Step Analysis Model Question Data Analysis Insight Planning  &   Design Presentation  &   Distribution Solution Buy  -­‐  in Sign  -­‐  off “Contracting”   translating  business   questions  into   actionable,   analytical  terms   “Delivering”   expressing  analysis   &  insight  in   actionable  business   terms Addressing   business  need Transparency  of   activity Engagement  with   key  stakeholders
  • 29. Action orientated learning One thing I will do differently as a result of this presentation is…
  • 30. linkedin.com/in/paullaughlin paul@laughlinconsultancy.com +44 (0)7446 958061 Any questions? customerinsightleader.com laughlinconsultancy.com @LaughlinPaul © Laughlin Consultancy Ltd, not to be used without permission.