In Sight of the Goal of Customer Centricity

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This presentation shares ideas on the three essential elements of Insight development and gives some thoughts on the strengths and weaknesses of each. It was given at the Marketing & Communication Loft Event in Geneva, Switzerland on 10th June 2013.

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"The problem about making
predictions about the future is that
you have to be so bold and so
outrageous that people would never
believe you. If people do believe you,
your predictions would fail by
completely underestimating the world
of the future“
Arthur C Clarke
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"Humans grossly overestimate what
is going to happen in the short term
and completely underestimate what is
going to happen in the long term”
Dan Ariely
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HINDSIGHT
FORESIGHTHEARSIGHT
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C3Centricity © All rights reserved
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1 HINDSIGHT
• YESTERDAY
• METRICS
• MARKET
RESEARCH
• OUT-OF-DATE
2 HEARSIGHT
• TODAY
• OBSERVE,
LISTEN
• SOCIAL MEDIA
• UP-TO-DATE
3 FORESIGHT
• TOMORROW
• TRENDS
• SOCIAL
MEDIA
• SCENARIOS
• AHEAD-OF-
ANY-DATE
INSIGHT
CUSTOMER CENTRICITY
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In Sight of the Goal of Customer Centricity

24. 24C3Centricity © All rights reserved "The problem about making predictions about the future is that you have to be so bold and so outrageous that people would never believe you. If people do believe you, your predictions would fail by completely underestimating the world of the future“ Arthur C Clarke 24C3Centricity © All rights reserved

25. 25C3Centricity © All rights reserved "Humans grossly overestimate what is going to happen in the short term and completely underestimate what is going to happen in the long term” Dan Ariely 25C3Centricity © All rights reserved

28. 1 HINDSIGHT • YESTERDAY • METRICS • MARKET RESEARCH • OUT-OF-DATE 2 HEARSIGHT • TODAY • OBSERVE, LISTEN • SOCIAL MEDIA • UP-TO-DATE 3 FORESIGHT • TOMORROW • TRENDS • SOCIAL MEDIA • SCENARIOS • AHEAD-OF- ANY-DATE INSIGHT CUSTOMER CENTRICITY 28C3Centricity © All rights reserved

In Sight of the Goal of Customer Centricity

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