This document outlines the key factors of a high-value insights program: 1. Ensure strategic alignment by defining objectives, metrics, and customer journeys that cascade throughout the organization. 2. Integrate operational, third party, and customer data for 360-degree analysis and reporting in real-time through a centralized data warehouse and visualization tools. 3. Conduct research holistically using a mix of methodologies to address critical questions and obtain necessary outcomes, with specialized teams focused on business areas rather than just methods.

1. 5 Factors of a
High-Value
Insights Program
Designing Value Through
Reliable and Seamless
Insights

2. #1
Corporate
Vision
Objectives and
Key Results
Key Performance
Indicators
Define
Set
Goals
Measure
Define key
customer
journeys
Map milestones
Align research
methodology
and metrics
Your strategic roadmap is vertically aligned
and fully cascaded throughout your
organization.
Strategic Planning
Insights Road
Mapping
Tier 1 Relationship KPIs
Tier 2 Core Product Suites and
Services
Tier 3 Individual Product and Key Customer
Journeys
Creating
Organizational
Strategic Alignment
Cascaded
KPIs

3. #2 Operational, Third Party, and Customer Insights
Data are fully integrated for 360-analysis and
reporting.
Data tables and warehousing
is available real-time, along
with a data directory and
dictionary. The data is pulled
into a data visualization tool
from the warehouse, and an
automated flow is created to
populate ongoing customer
insights in the research
platform with key customer
segmentation data.
Relationship, ongoing
milestone touchpoints, and ad-
hoc research is collected
through an integrated
platform, tied to the CRM to
inform 360-customer contact.
Raw metrics feed back into the
data warehouse for
combination with more
dynamic operational data.
Third party lifestyle,
communication, and household
level data may be tied to
operational data warehouse
insights at the 1:1 record level
for further analysis and
customization of offerings,
outreach, vertical sales, and
support.

4. #3 Research is conducted holistically.
• Strategic alignment typically lives
within the Customer Experience or
Analytics organization.
• Your research team should be
knowledgeable in all methodologies of
research to prescribe best practices
that address critical questions and
obtaining necessary outcomes.
• Teams within larger research
organizations should be structured
around specific areas of the business
rather than focused on specific
research methodologies.
Relationshi
p Insights
Operational
Data
Relationship
Driver
Analysis
Relationship
Sub-Driver
Analysis
Reinform
and redirect
strategy /
Close the
Customer
Loop
Approach
Insights
Holisticall
y

5. #4 Less is more.
The statistics do not lie. A survey with 400 completes will give you similar trends and outcomes
as a survey with 40,000 completes. Survey fatigue can hinder your customer sentiment if not
conducted wisely.
• Set quotas. Explore desired confidence intervals and set quotas with surveys, batching survey
deployment to obtain necessary insights, while not spamming customers, and saving money in the
process.
• Be selective with your sample techniques. Balancing sample before survey deployment
can help ensure underrepresented sub-segments are adequately represented in the results.
• Augment survey research with qualitative feedback. In-depth interviews, focus
groups, and communities allow for a natural connection and deep-dive insights of consumer and
customer sentiment. These research methodologies provide the narrative of the target audiences’
story, often used for journey mapping and answer the “why?” often missing in quantitative studies.

6. #5 Change Management and Empowering a Data-Informed
Culture.
Training
Data
Governance
Self-Service
Dashboards
Regular Cadence
Reporting
Serve as a
Research
Ambassador
Consider creating a training curriculum to introduce existing and new employees to
research offerings available and processes for requesting research support.
Data governance ensures the security, and continuity of data across the
organization on everything from software adoption to data structure.
Create transparency, trust, and empowerment through 24/7 insights access.
Office hours, newsletters, and folding facts into contents builds
interest in data-informed insights value-add.
Consistency of insights and continuous exposure helps create
focus and prioritization.

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