At this year’s Future of Sport Conference, we were delighted to run a session on “rethinking customer insight to drive participation growth”.

1. Rethinking customer insights
Reach | Engage | Retain
more people
#CustomerLedGrowth

2. Why do we need to rethink customer insight?

3. Because customers are sharing more feedback,
in more places, than ever before…

4. Because organisations are capturing more
customer data than ever before…

5. And yet…

6. Too many organisations are still making
too many assumptions
about their current & potential customers…
Inside-out thinking…

7. 80% of executives said their company
delivered above average
customer experiences…
8% of their customers agreed!
Research by Bain & Co
For example…

8. Who’s perception matters most..?
The executive’s view of the customer experience?
Or the customer’s view of their experience?

9. Thinking ‘outside-in’
What we think about our brand or services
is far less important than
what our customers think about them,
and what they tell their friends about them

10. Put another way…
the customer’s perception
is your reality

11. So to change your reality
You must be able to see your world
From your customers’ perspective

12. Market potential or market failure?
Active Lives stats for adults (16+) in England…
65.4% active| 12.6% fairly active | 22% inactive
Active = >150mins/week, inactive + <30mins/week)
23m / 52% do sport & fitness activities 2x/month
57% of males, 49% of females
Research by Sport England – Active Lives Jan 2017

13. We need a rethink…
What got us to the bottom
won’t get us over the top…

14. We need a rethink…
Sport & fitness organisations need a
simple and consistent process for
creating actionable insights

15. We need a rethink…
A process that enables
faster, more informed decisions

16. 6 steps from data to decisions…
CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making

17. Step 1. Collect
CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making
Capture complete,
accurate & unbiased
data from many
different sources

18. Step 2. Analyse
CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making
Combine & review
data, to identify the
main themes & trends

19. Step 3. Interpret
CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making
Use staff or partners to
identify the ‘so what’
for your organisation

20. Step 4. Visualise
CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making
Summarise the
key insights so
everyone can quickly
understand them

21. Step 5. Share
CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making
Keep all your
decision makers
on the same page

22. Step 6. Decide
CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making
Decisions are easy to
make, easy to explain
& easy to
implement consistently

23. CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making
When data doesn’t influence decisions

24. Garbage in,
garbage out

25. Garbage in,
garbage out
Data comes in slowly
Data is inaccurate
Data is project-specific
Data is biased

26. Confusing
data with
insight

27. Confusing
data with
insight
Data is summarised, but
not insightful
Results lack a relevant
‘so what’

28. Not sharing
the lessons
learned

29. Not sharing
the lessons
learned
Data is hard to
combine & compare
Reports get ‘filed’ rather
than re-used

30. Assuming
customer needs
don’t change

31. Assuming
customer needs
don’t change
Staff assume their past
experiences reflect
current reality
It’s assumed customer
expectations & motives
don’t evolve

32. Not
completing
the loop

33. Not
completing
the loop
Not sharing feedback
results with customers
Not monitoring the
assumptions used to
make decisions

34. 5 signs your missing insights
Inconsistent data collection
Confusing insight with data
Not sharing or connecting insights
Assuming initial decisions can’t be improved
Not completing the feedback loop

35. The other sign something’s missing…

36. Making more informed decisions
CollectDecide
Visualise Interpret
AnalyseShare
Informed
decision
making

37. Creating a single customer view
Data collection feeds single customer view
Combined data drives personalised comms
Aha! Give players responsibility for data accuracy
- accuracy & level of detail goes up

38. Insight-led design
Key insights led to product redesign
Online bookings + pin = 24 hour access
Aha! Understand why people really take part
- meet likeminded people -> Tennis Tuesday

39. Insight-led decision-making
Insight developed to shape strategic decisions
1-page infographic showing evidence for decision
Aha! Running with other people is more likely to
create a sustainable running habit

40. Combining national & local insights
‘Understanding your market’ project
National segmentation & monitoring + local surveys
Aha! Bring insights to life, in a relevant way
- infographics, maps, links to club strategies

41. Getting everyone on the same page
Capture what everyone ‘knows’-‘customer portrait’
Create a organisation-wide customer strategy
Aha! Consistent decision-making & execution
requires a consistent customer understanding

42. 6 signs you’re creating actionable insights
You hear the full voice of the customer/prospect
Data is aggregated not left in silos
Staff/Partners identify the ‘so what’
Key insights are easy to understand
Insights are easy to find & share
You make fast & informed decisions

43. So how are YOU doing..?

44. Understanding the customer journey

45. Old approach…
Post-project
evaluation
Registration
Form
End of project
survey

46. New approach
ASK:
Post-project
evaluation
ASK:
who they are
why signed up
ASK:
current behaviours,
influences & attitudes
LISTEN:
what they need
what they consider
ASK:
experiences
improvements
LISTEN:
ad hoc
feedback
LOOK:
what they see
how they feel
LOOK:
new behaviours
why they changed/churned

47. New approach
“being able to see what customers are saying,
about each stage of their customer journey,
will make it easier for us
to keep delivering great customer experiences”

48. So how are YOU doing..?

49. MyCustomerLens enables sport & fitness organisations to make
faster, more informed decisions.
Our technology constantly collects and summarises all the feedback that
customers are sharing online and directly with our clients. This makes it easier for
organisations to drive customer-led growth.
Our browser-based dashboards deliver fast actionable insights, so our clients
can keep delivering the experiences that drive their revenues up and churn down.
www.mycustomerlens.com