A Research Perspective on Accessing Best Practice Customer Insights

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Building Great Brands byApplyingBest Practice CustomerInsights
AResearch Perspective

2. Sharon Mbugua
Director and Lead Consultant
Amethyst Consulting
Research | Analytics | Talent Assessment
Tel: +254 -722- 791432; +254-735 044430
Email: sm@amethystconsulting.com
Skype: wanjimwa1
www.amethystconsulting.com
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3. The targeted individual/group/organization that receives your product or service
in exchange for a valuable consideration.
The customer is the consumer of the brand
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4. Customer insights are the actionable motivations behind the
wants and needs of customers.
An interpretation of trends in human behaviors which aims to
increase the effectiveness of a product or service for the
consumer, as well as increase sales.
Customer insight refers to having a deep understanding of your
customers, their behaviors, their preferences and even their
needs.
Sources: Wikipedia.org, optimove.com
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CUSTOMER INSIGHT

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CUSTOMER INSIGHT

6. Customer Relationship Management
Past, Present, Potential
CUSTOMER JOURNEY
CUSTOMER LIFETIME VALUE
Customer Feedback
Information back on product/service experience
Customer Centricity
Putting the customer first
Customer Experience
Brand interaction across
various touchpoints
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7. It is the sum experience that a customer goes through,
and involves taking various steps
Step 1: Determining Your Objectives
Step 2: Creating Customer Personas
Step 3: Identify All Touchpoints
Step 4: Decide on the Type of Map
Step 5: Plot the Customer Journey
Step 6: Take the Customer Journey – put yourself in the customer’s
shoes through the entire sales process
Research will likely leave you with several customer journey
options that would be narrowed down into distinct groups that
interact with your brand
CUSTOMER JOURNEY
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8. CUSTOMER INSIGHT RESEARCH
The systematic and objective approach to the development and collection of data to
convert to information. This information helps to make decisions about:
 New Products from Concept Testing
 Market Entry from Feasibility Studies
 Product Profiling form Market Segmentation
 Product Price point Identification from Pricing Research
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9. The systematic and objective approach to the development and collection of data
to convert to information. This information helps to make decisions about:
 Product Placement from Retail Studies and
Trade Research
 Product Promotion from Advertising Testing & Audi
Audience Research
 Product Perception from Usage and Attitude Surve
Attitude Surveys, Mystery Shopping,
Brand Tracking etc.
OMNIBUSES
Joint industry wide
information
gathering
CUSTOMER INSIGHT RESEARCH
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11. INSIGHT – KADOGO ECONOMY
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12. INSIGHT – YOUTH APPEAL
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13. INSIGHT – LOCALIZING AVAILABILITY OF PRODUCT RANGE
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14. INSIGHT – PRECISION
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15. Sharon Mbugua
Director and Lead Consultant
Amethyst Consulting
Research Analytics Talent
Assessment
Tel: +254 -722- 791432; +254-735
044430
Email: sm@amethystconsulting.com
www.amethystconsult.com
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16. Thank you
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Do get in touch with us, and let’s ride the customer insight discovery journey
together!