Customer Intelligence and Insights

Training ± Sample Material

© 2010 EMM Group

How do you view your business?

³We are increasingly in a commodity-like market´ commodityHow many of you think that applies to your business?

© 2010 EMM Group

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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
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Functional Benefits

Superior tread design, steel radial For families with kids
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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

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Why are Insights Important?
Insi ts l nderst nd moti tions ehind stomer references & ehavior.

Insi hts hel make our solution:

Relevant Unique

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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.

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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

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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

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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

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