Customer Insights in your organization.
Make it stand out
Use Insights as a TOOL and learn to understand them.
•The Journey of Customer Insights
•The customer is more often remembered when the brand faces declining market share and not when we are innovating . Most organizations today undertake research at different stages of the product lifecycle, however they do not conduct research at all stages of the product lifecycle. Moreover, they focus their synergies on the final destination of “ ̃Insights’ and often do not lay the required emphasis on the journey. Understanding the Customer is a tough process which requires the right commitment from all stakeholders, right methodologies and processes for implementation. Most organizations pick and choose bits and pieces from this discovery process depending upon time & money constraints. Thus they do not not land up with a powerful or differentiated insight.
Reasons for this range from budget, time constraints to dependency on agency. Often the organizations donot have a roadmap for generating Customer Insights and go about doing ad hoc projects. This program will help understand how to make a roadmap for Consumer Insights in an organization and mainly around People/Processes/technology. Moreover there are many different ways to ensure everyone understands the importance of Customer Insights-generating and implementation.
•On the base assumption that Customer Insights is part of marketing, then most organizations feel that Customer Insights is mainly to help fine tune communication plans & strategies.
•At one level, many are considered marketers because they contribute towards “creating Customer Value” such as sales, customer service, R&D, This is why it is widely misunderstood. Very often, one aspect of marketing gets more prominence or dominates discussions than others that f brand communication, promotion or sales support.
•The unique role of marketers is to drive growth and create better customer value by building brands and innovative propositions that Customers find appealing, relevant & distinctive.
•Is it merely playing the role of a wrapper? Is your marketing department providing nothing more than a wrapper for the business, providing just the marketing & the advertising for the business? –CMO of major telecommunications business.