Gain Deeper Insights: Using analytics and research to generate insights

Paul Laughlin, Managing Director, Laughlin Consultancy

Gain deeper insights

Using analytics and research to generate insights

© Laughlin Consultancy Ltd, not to be used without permis-sion.

Who am I to advise you?

Experience in the field

© Laughlin Consultancy Ltd, not to be used without permis-sion.

What is customer insight?

❖ Data

❖ Analytics

❖ Research

❖ Database Marketing

“A non-obvious understanding about your customers, which if acted upon, has the potential to change their behaviour for

mutual benefit”

© Laughlin Consultancy Ltd, not to be used without permis-sion.

Growing authority of insight

❖ Customer Insight Directors or Chief Knowledge Officers now exist across blue chip companies in many sectors (UK and USA)

❖ Competition?

❖ Regulation?

❖ Fad?

© Laughlin Consultancy Ltd, not to be used without permis-sion.

Dimensions of value-add

© Laughlin Consultancy Ltd, not to be used without permis-sion.

InsightValue

Creator

Customer Strategy

Voice of the Customer

Targeted Customer Interactions

Evidence for Regulator

Product/Channel Neutrality

Maximising each element

CustomerData

Customer Analysis

Customer Research

Database Marketing

© Laughlin Consultancy Ltd, not to be used without permis-sion.

Customer insight ecosystem

CustomerData

Customer Research

Customer Analysis

Database Marketing

Feel Experiences

Test Hypotheses

ConvergeEvidence

Structured question-ing to generate In-

sights

Consider in market &

competitor context

Visual communica-tion of compelling

stories

© Laughlin Consultancy Ltd, not to be used without permis-sion.

Hybrids wear many hats

❖ Data Scientist

❖ Psychologist

❖ Artist/Storyteller

❖ Sales Coach

❖ Economist/Statistician

❖ People Leader

© Laughlin Consultancy Ltd, not to be used without permis-sion.

It’s all about taking action

❖ Need

❖ Actionability

❖ Output

❖ Progress

❖ Complete

© Laughlin Consultancy Ltd, not to be used without permis-sion.

Influencing at the Top Table

❖ What’s on their agenda?

❖ Customer updates

❖ Commercial updates

❖ Joint updates with Marketing & Operations

© Laughlin Consultancy Ltd, not to be used without permis-sion.

Sustaining the improvement

❖ Executive Coaching works

❖ Insight leaders should

benefit

❖ It’s for winners not losers

❖ Take care choosing a coach

© Laughlin Consultancy Ltd, not to be used without permis-sion.

Can I help you?

customerinsightleader.

com

laughlinconsultancy.co

m

@LaughlinPaul

linkedin.com/in/paullaughlin

laughlin.consultancy@icloud.com

+44 (0)7446 958061

© Laughlin Consultancy Ltd, not to be used without permis-sion.