An introduction to Laughlin Consultancy. Who we are, what we do & why companies need help with Customer Insight Leadership. Our Services include Consultancy, Training & Coaching. Happy to chat further if you want to maximise the value of your Customer Insight.

1. Paul Laughlin, Managing Director, Laughlin Consultancy
An Introduction to Laughlin
Consultancy

2. Purpose
“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.

3. Holistic Customer Insight
Customer
Data
Customer
Research
Customer
Analysis
Database
Marketing
Feel
Experiences
Test
Hypotheses
Converge
Evidence
© Laughlin Consultancy Ltd, not to be used without permission.

4. Voice of the Customer:
NPS/CSat/CES
Evidence for FCA:
Conduct Risk, BE
How Customer Insight adds value
© Laughlin Consultancy Ltd, not to be used without permission.
Insight
Value
Creator
Aligned Strategies
Targeted Customer
Interactions
Marketing Effectiveness
Measurement

5. Barriers to value realisation
❖ Customer Insight leader
lacking skills or confidence
❖ Customer Insight team
lacking knowledge/skills
❖ No Customer Insight
Strategy or no alignment
❖ Isolation or internally
focussed team culture
❖ New challenges (like
Behavioural Economics)

6. Experience
❖ Paul Laughlin has created and lead
customer insight teams for all the
major insurance brands, products
and 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

7. Clients
❖ Paul Laughlin is a leading
speaker, writer & coach on
Customer Insight, as well as
consulting to help businesses
maximise the value of their
customer insight
❖ During 2014 he has:
❖ Spoken at 5 conferences
❖ Published articles in 3
professional journals
❖ Blogged for 3 sites with total
readership of over 100k pm

8. Services
❖ “Health Check” on Customer Insight capability
❖ Customer Insight Strategy development with leaders
❖ Training Customer Insight teams on best practice
❖ Bespoke consultancy for specific business issues
❖ Evidence for FCA, esp. Conduct Risk and Behavioural
Economics
❖ Leadership coaching to ensure sustainable improvements
❖ Thought Leadership, speaking at strategy days/events
❖ Blogging/writing for internal leaders

9. Differentiation
❖ 3 things that differentiate us from other providers:
❖ Real practitioner experience
❖ Delivery and advice from someone who has been there and done
it, benefitting from years of experience in role
❖ Short sharp engagements
❖ Breaking work down into short projects so you can judge value-
add, without committing to high costs or long duration
❖ Leadership coaching
❖ Professional coaching to ensure retain capability to add value ‘in
house’ and reduce dependency on external help

10. Keeping in touch
customerinsightleader.co
m
laughlinconsultancy.com
@LaughlinPaul
linkedin.com/in/paullaughlin
laughlin.consultancy@icloud.c
om
+44 (0)7446 958061