Customer Intelligence and Insights

Training ± Sample Material

³We are increasingly in a commodity-like commoditymarket´

How many of you think that applies to your business?

© 2010 EMM Group

2

Competing in the Tire Industry Using Insights

Security
Emotional Benefits

Fun & enjoyment

Safer drive Better control Better grip
Attributes

Exciting drive Better control Better grip Superior tread design, steel radial For male car enthusiasts
r

Functional Benefits

Superior tread design, steel radial For families with kids
©

¨§¦ ¥ ¤¤£ ¡¢ ¡ 

3

What is a customer insight?

What is an insight?

An actionable insight is a deep, factbased, understanding of customer behavior and the motivations* which drive it, which can be acted upon

* Motivations can include:  Attitudes 

Beliefs / Values  Feelings
© 2010 EMM Group

4

Why are Insights Important?
Insights help you understand motivations behind customer preferences & behavior.

Insights help make your solution:

Relevant Unique

© 

   ©
r

5

Actionable Customer Insight - Pharmaceutical
³IN´ Psychological dimension « what¶s inside the customer¶s mind which can be acted upon ± causal motivation, attitude, belief, feeling. Belief - if they look good, their cholesterol levels will take care of themselves with no risk of having a heart attack.

+

³SIGHT´ Behavioral dimension « what¶s observable ± what customer is (or isn¶t) doing as a result of causal psychological factors.

Don¶t have their cholesterol checked and / or don¶t persist in taking cholesterol-lowering medicines.

© 2010 EMM Group

6

Actionable Insights ± they are not« 
Data output from a research project  A finding or a conclusion from research  An individual¶s creative idea  A campaign  The research department  Any insight that cannot be acted upon

© 2010 EMM Group

7

Insights ± inputs to drive innovation

An actionable insight is a deep, fact-based understanding of customer behavior and the motivations which drive it«

«which can be turned into a value proposition and financial projection, to drive innovative business actions.

© 2010 EMM Group

8

Master your semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master your semester with Scribd & The New York Times

Cancel anytime.