Paul Laughlin, Managing Director, Laughlin Consultancy Gain deeper insights Using analytics and research to generate insights © Laughlin Consultancy Ltd, not to be used without permission.
Gain Deeper Insights: Using analytics and research to generate insights
Dec 18, 2014
An introduction to Customer Insight, explaining what it is & how to pull multiple technical skills together to generate customer insights which provoke action. Paul Laughlin shares learning from over a decade of creating and leading customer insight teams to make £10m difference p.a. to bottom lines.
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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
+44 (0)7446 958061
© Laughlin Consultancy Ltd, not to be used without permis-sion.
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