Category: Business Vision & Strategy
Transforming Your Competitive Advantage with Radical Consumer Centricity
Many brands today claim to be consumer-first or consumer-led.
However, their attempts often fall short of expectations, resulting in actions that lack the authenticity and depth consumers seek. Radical Consumer Centricity changes that.
This approach involves embedding consumer insights into every part of a company, driving long-term success by anticipating and meeting consumer needs precisely. It’s a transformational shift essential to gaining a lasting competitive edge in today’s market.
In this article, we’ll explore why Radical Consumer Centricity matters, how leading companies achieve a consumer-led structure, and why adaptable frameworks, such as C3Centricity’s QC2™ process, are crucial to effectively guiding this journey.
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Why Radical Consumer Centricity Matters
As consumers become more informed, connected, and demanding, consumer-first approaches that lack depth lose their appeal. People expect brands not just to fulfill their immediate needs, but to understand, anticipate, and address their evolving desires.
A recent study by McKinsey found that 87% of companies leveraging advanced customer analytics outperform their competitors in customer retention and engagement (McKinsey).
Companies that use consumer insights to stay ahead aren’t merely reacting—they’re building deeper relationships that foster loyalty and keep consumers coming back.
Shifting to Radical Consumer Centricity allows brands to make decisions rooted in authentic consumer insights, paving the way for sustainable loyalty. By deeply understanding consumers and tailoring strategies to meet emerging needs, brands can align more closely with what matters most to their audience.
This approach requires an all-in commitment, from leadership buy-in to cross-functional collaboration. Consumer-led organizations consistently outperform in terms of agility and profitability, with consumer-centric companies proving to be 60% more profitable than those that are not (Bain).
Becoming Consumer-Led, Not Just Consumer-First
Achieving Radical Consumer Centricity means moving from consumer-first to consumer-led—a shift that puts consumer insights at the core of every strategic choice.
It’s about allowing the voice of the consumer to influence every area of the organization, from product design to marketing, support, and even company culture.
For companies that fully commit, the payoff is considerable: increased loyalty, faster market adaptation, and a stronger connection with Consumers.
A leading example of this approach is Monzo, a digital-first bank based in the UK. Monzo’s commitment to customer-led innovation sets it apart in a competitive landscape. Monzo doesn’t just listen to customer feedback; it actively engages users in co-creating the bank’s services.
By gathering and responding to feedback on features, policies, and services, Monzo has developed innovations like “Split the Bill” and “Savings Pots” based directly on user requests.
This collaborative approach has turned Monzo into one of the UK’s most recommended banks, with over 80% of users willing to refer Monzo to friends (Monzo Investor Relations).
Monzo’s example shows how brands that embrace Radical Consumer Centricity become indispensable to their consumers’ lives.
By letting their customers shape the brand, Monzo has created a model where users feel they have a stake in its growth.
When consumers … Click to continue reading
The Ultimate Leadership Guide to Creating a Winning Consumer-First Culture
Claiming to be “consumer-centric” is simple; executing it effectively requires a fundamental shift in leadership and company culture.
Many leaders believe they prioritise consumers, yet their strategies often miss the mark due to a lack of meaningful integration.
Building a genuinely consumer-first culture means driving every decision, process, and strategy with the consumer’s needs and values at the forefront.
This guide equips leaders with the insights and actionable strategies to foster a winning consumer-first culture. Rather than relying on superficial gestures, leaders can inspire a transformation that elevates the organisation, engages employees, and creates powerful, lasting consumer relationships.
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1. Define Consumer-Centricity from the Top Down
A leader must set a clear and aligned definition of consumer-centricity. Many companies define consumer centricity as “putting the consumer at the centre,” yet this often stays as a slogan without actionable meaning. To ensure alignment across the organisation, start by answering these essential questions:
- What does “consumer-first” mean to us as an organisation?
- How do our consumers define a positive experience, and how does that align with our approach?
Encouraging leaders to establish and communicate this definition creates a foundation for a company-wide culture that actively listens and adapts to consumer feedback.
One of the best ways to do this is to adapt their vision and mission statements to specifically mention the consumer and how the company benefits them by providing solutions to their wants and needs.
Read more about how to adapt your own company’s mission in “The Essential Customer-Centric Mission Statement for Achieving Success.”
Leadership Example: Lego’s CEO exemplifies consumer-centric leadership by implementing programs like Lego Ideas, where consumers can directly contribute to product ideas. Lego sustains relevance and loyalty by embedding consumer voices into its product strategy, proving how consumer-centric thinking can drive long-term success. Source: Forbes.
2. Build Trust through Leadership Integrity and Transparency
In a world where consumers have endless choices, trust is invaluable. For leaders, this means instilling transparency and accountability at every level. Research from Edelman’s 2023 Trust Barometer shows that 88% of consumers expect businesses to lead with integrity, especially during uncertain times. Source: Edelman.
Leaders can build trust by:
- Demonstrating honesty and follow-through in consumer communications.
- Publicly stating and reinforcing company values.
- Ensuring transparent practices, especially in data privacy and product claims.
Leadership Insight: Patagonia’s leadership has consistently been transparent, especially regarding its environmental impact. By acknowledging areas for improvement and committing to sustainability, Patagonia has built one of the most trusted brands globally. Source: Harvard Business Review.
3. Champion Personalized Experiences through Strategic Data Use
Today’s consumers want more than blanket personalisation; they seek experiences that resonate with their unique needs. Leaders can set the tone for truly consumer-first personalisation by emphasising a data-driven approach that moves beyond mere marketing to holistic, meaningful interactions.
Leadership Action: Starbucks’ CEO has driven personalisation efforts through the Starbucks … Click to continue reading
Unlocking Customer Loyalty and Trust with Supply Chain and Brand Transparency
As consumers become more informed and discerning, the demand for brand transparency is intensifying, especially in the Consumer Packaged Goods (CPG) industry.
People want to understand where their products come from, how they are made, and whether the practices behind them align with their personal values.
This shift is pushing CPG companies to rethink how they manage and communicate their supply chains, transforming brand transparency into a strategic imperative.
However, this transformation isn’t just a matter of compliance or ethical responsibility—it’s also about enhancing the customer experience.
In a world where trust is increasingly hard to earn, brands that offer clear, detailed insights into their supply chains stand to build deeper loyalty and gain a competitive edge.
Transparency can no longer be viewed as a back-end operational detail; it’s becoming a vital part of how customers engage with and perceive a brand.
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The Rise of Consumer Demand for Supply Chain and Brand Transparency
Today’s consumers are more educated, connected, and value-driven than ever before.
With the click of a button, they can access vast amounts of information about products and companies, making them more aware of ethical issues such as environmental sustainability, labour practices, and product sourcing.
Millennials and Gen Z consumers, in particular, place a high value on buying from companies that are aligned with their beliefs.
A survey conducted by IBM found that nearly 80% of consumers say sustainability is important to them, and 57% are willing to change their purchasing habits to reduce environmental impact(BCG Global).
This trend has been amplified by the COVID-19 pandemic, which highlighted vulnerabilities in global supply chains and made consumers even more conscious of the origins and safety of their products.
For CPG companies, this means that transparency is no longer optional—it’s essential.
Brands that are unable or unwilling to provide clear, detailed information about their supply chains risk losing customers to more transparent competitors.
Supply Chain and Brand Transparency as a Customer Experience Driver
While supply chains were once viewed solely as operational concerns, they have now become integral to customer experience.
When a brand is transparent about its supply chain, it sends a message of trust, integrity, and accountability. This, in turn, enhances the overall brand perception and drives customer loyalty.
For example, consider the food and beverage sector, where consumers increasingly want to know whether the ingredients in their products are locally sourced, organic, or produced with ethical labor practices.
Brands like Patagonia and Ben & Jerry’s have built a loyal customer base by openly sharing their supply chain practices and commitments to sustainability.
Transparency creates a compelling narrative that customers can connect with, turning a purchase into a partnership.
The Role of Technology in Enhancing Supply Chain and Brand Transparency
Delivering on the promise of transparency requires more than just good intentions—it demands innovative technology solutions that allow CPG companies to … Click to continue reading
Top 10 Challenges of Mid-Sized CPG Companies: Insights, Statistics and Real-World Solutions
Executives and business owners of mid-sized CPG companies face a unique set of challenges that differ from those of startups or larger enterprises.
These challenges stem from the need to balance growth, operations, and innovation while competing with both larger firms and more agile startups.
Here are the top ten challenges mid-sized consumer goods companies face, real-world examples of businesses that have successfully overcome these obstacles, and expanded solutions explaining how to implement these strategies in your own organisation.
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Executive Summary
For those of you who tend to skim-read and only look at the bottom of an article to read the conclusions, here’s one better, an Executive Summary!
All companies struggle at times and mid-sized businesses have their own specific problems to solve without the resources of the larger organisations. The examples in this article show it is not only possible but sometimes in just a year or two. Check out the issue you’re struggling with and jump to the example for a quick solution.
- Prose: Improved employee retention by 20% over 2 years.
- Chobani: Achieved double-digit revenue growth annually over 5 years.
- RXBAR: Improved cash flow by 15% in 18 months.
- KIND Snacks: Grew DTC sales by 25% in 3 years.
- Beyond Meat: Became a leading player in the plant-based market over 5 years.
- Gatorade: Increased consumer engagement and repeat purchases over 2 years.
- Seventh Generation: Avoided fines and strengthened market position in 3 years.
- Clif Bar: Successfully transitioned key executives over 5 years.
- Mondelez International: Reduced waste by 15% in 3 years.
- Nestlé: Pivoted towards health and wellness trends over 5 years.
Mid-sized CPG companies face a unique set of challenges as they navigate the complexities of growth, supply chain management, consumer trends, and competition from larger and smaller brands.
Here are the top ten challenges faced by CPG companies, supported by statistics and real-world examples, along with actionable solutions tailored to this industry.
1. Talent Acquisition and Retention in CPG
Attracting and retaining talent is particularly challenging in the CPG industry due to high turnover in manufacturing, distribution, and sales roles, coupled with increased competition for digital talent needed for e-commerce and data-driven marketing.
A 2023 report by Deloitte found that 66% of CPG executives identify talent acquisition and retention as a key business challenge. Additionally, the turnover rate for manufacturing jobs in the U.S. stood at 29% in 2022, further exacerbating the issue.
The solution to this particular challenge is to build a strong employer brand and invest in workforce development.
To attract and retain the right talent, mid-sized CPG companies need to focus on building their employer brand while investing in continuous training programs. Here’s how:
- Develop Your Employer Brand:
- Promote your company’s purpose and values, particularly around sustainability and innovation, to attract younger talent interested in making
7 Lessons on Customer Experience Excellence: Insights from a Personal Journey
Inspiration for Customer Experience (CX) excellence can come from the most unexpected places. As business leaders, we know that keeping an open mind and learning from every occurrence is crucial to improving our own practices.
Recently, I had an eye-opening experience that reinforced this lesson in a way I hadn’t anticipated.
After the holiday season, I found myself grappling with severe lower back pain, which escalated into a medical ordeal that spanned hospital stays, emergency surgeries, and a lengthy recovery.
While the pain was, without a doubt, overwhelming, it provided me with a unique opportunity to observe the healthcare system from the patient’s perspective—a perspective that offers valuable lessons for any business striving for customer experience excellence.
As CEOs and business owners, the insights I gleaned from this experience are not only relevant but essential. Let me share with you seven key lessons I learned during my hospital stay and how they can be applied to your business, especially when it comes to enhancing customer experience.
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1. Introduce Yourself with Purpose
Every time a new nurse or doctor entered my hospital room, they introduced themselves and clearly stated their role in my care. This seemingly simple act built trust, creating a personal connection in an otherwise impersonal setting.
Business Application: In business, introductions shouldn’t be limited to names. Every team member should articulate their role and purpose in any customer interaction. This not only sets the stage for effective communication but also helps customers feel at ease.
Whether it’s a new client meeting, a sales call, or a routine service check-in, ensuring that your team introduces themselves with clarity and purpose can set the tone for a positive interaction. This small step can prevent unnecessary confusion and ensure that everyone involved knows their role in delivering value to the customer.
2. Acknowledge That You Know Me
Despite seeing different medical professionals throughout my stay, I never felt like I had to start over with my story. Each practitioner knew who I was and understood my situation. This continuity reassured me that my needs were understood and being managed properly.
Business Application: How often do customers feel like they have to start over when they interact with your business? Companies that invest in personalized experiences—whether through CRM systems, detailed customer records, or simply attentive staff—demonstrate a commitment to their customers’ needs.
According to Salesforce’s 2023 “State of the Connected Customer” report, 88% of customers expect companies to accelerate digital initiatives and personalization efforts. Every touchpoint in the customer journey must be informed by past interactions. When your customers feel known and valued, you’re far more likely to foster loyalty and trust.
3. Prioritize Comfort and Satisfaction
Each medical visit began with a simple question: “Are you comfortable?” It was an open invitation to share how I was feeling, which in turn helped the staff respond to my needs more … Click to continue reading
10 Key Questions CPG Leaders Should Ask About Customer-First Strategies for Expanded Loyalty
CPG leaders (Consumer Goods Companies) understand that delivering exceptional consumer experiences is crucial for distinguishing their brands.
A customer-first strategy has emerged as a pivotal approach to business success in every industry, prioritizing customers’ needs, preferences, satisfaction and delight across all facets of an organisation.
This strategy is particularly vital for CPG companies given the direct impact on consumer choices and brand loyalty. It encompasses a comprehensive understanding of consumer behaviour and leverages advanced technologies like AI and data analytics to create personalized and seamless experiences from product development to point of sale and beyond.
For CEOs and business owners in the CPG sector, implementing a customer-first approach enhances customer loyalty and retention and drives profitability and long-term success in a rapidly evolving market.
Here are the ten most important questions that CPG leaders should ask when adopting a consumer-first strategy and culture in their organization.
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1. What Does a Consumer-first Strategy Entail in the CPG Industry?
A customer-first strategy in CPG involves prioritizing consumer needs and experiences across all business operations, from product development to marketing and customer service. This approach requires CPG businesses to:
– Integrate consumer feedback into their product innovation processes
– Develop products that meet and ideally surpass consumer expectations for quality, convenience, and sustainability
– Provide exceptional consumer service across all touchpoints, including retail partners and e-commerce platforms
Companies like Honeywell and Medline Industries emphasize transparency and honesty, even when delivering uncomfortable truths, to build trust with their customers (Zendesk) (Graph Digital).
According to a study by Zendesk, 90% of companies collect customer feedback, but only 10% act on it, and just 5% communicate back to their customers about the changes they made based on their feedback. This highlights a significant gap that customer-first strategies aim to fill by fostering transparency and building trust.
Procter & Gamble’s (P&G) “Consumer is Boss” philosophy exemplifies a customer-first strategy. P&G regularly conducts in-home visits and observational research to understand consumer needs deeply. This led to innovations like Tide Pods, which addressed the consumer desire for convenient, pre-measured laundry detergent.
According to a study by IRI and Boston Consulting Group, CPG companies that excel in consumer-centric practices grow their revenue 2.5 times faster than industry peers.
2. How Can We Understand Our CPG Customers Better?
Understanding CPG consumers requires leveraging data analytics and AI technologies to gain insights into their behaviours, preferences, and needs. This is particularly crucial in an industry where consumer trends can shift rapidly.
– Use advanced analytics to interpret point-of-sale data, social media sentiment, and e-commerce behaviours
– Implement AI-driven personalisation in marketing and product recommendations
– Conduct regular consumer panels and focus groups to gather qualitative insights
A McKinsey report found that companies using data-driven personalisation see 5-8 times the return on their investment (ROI) and can lift sales by 10% or more.
In addition, 71% of consumers today expect … Click to continue reading
7 Proven Customer-Centric Strategies Smart CEOs Use to Drive Growth
Have you made changes to drive your business growth using customer-centric strategies that are based on current trends?
Don’t know which ones are most relevant?
Then read on for a description of each and ideas on actions you can take to reap significant benefits in your growth and profitability.
Introduction
The landscape of customer-centricity continues to evolve rapidly as we move into the second half of 2024. Changes are being driven by technology, changing consumer expectations, and global dynamics.
Companies that fail to keep pace with these shifts risk falling behind, while those that embrace customer-centric strategies based on the latest 2024 trends will thrive.
In this article, we’ll explore the latest tendencies shaping customer-centricity, provide examples of how forward-thinking companies are leading the way, and include relevant statistics that illustrate the importance of these trends.
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The Key Trends Impacting Customer-centric Strategies in 2024
Let’s start by reviewing the leading trends we have seen in the first half of this year. Are you aware of them all? And more importantly, have you made changes to benefit from some if not all of them?
1. Enhanced Focus on Customer-Centricity
Customer-centricity, once a differentiator, is now an expectation! In 2024, more companies have focused on customer-centricity as their core business strategy. This goes beyond lip service and involves deep integration of customer feedback, behaviours, and pain points into product development, marketing, and service delivery. Are you walking the talk?
A recent study by PwC found that 73% of consumers point to customer experience as an important factor in their purchasing decisions. Still, only 49% of U.S. consumers say companies provide a good experience. This disparity presents a significant opportunity for businesses that can truly place customers at the heart of everything they do.
Companies such as Allbirds, a sustainable shoe company, exemplify this focus by consistently involving their customers in product development through feedback loops, surveys, and data analytics. As a result, Allbirds has grown exponentially by delivering products that align with customer desires for both comfort and sustainability.
Patagonia is another company that excels in customer-centricity. Known for its environmental activism and durable products, Patagonia directly aligns its business operations with customer values.
A standout example of this is their “Worn Wear” program, which encourages customers to buy used Patagonia gear, repair their products, or trade in old items for store credit. This program not only addresses customer pain points related to sustainability but also strengthens loyalty.
According to a 2021 survey, 87% of Patagonia customers expressed increased loyalty due to the company’s ethical practices and customer-first initiatives.
As businesses increasingly adopt customer-centric strategies, expect to see more companies integrating customer feedback into every aspect of their operations.
2. Integration of Artificial Intelligence (AI)
Artificial intelligence is no longer a novelty; it’s a necessity for delivering hyper-personalized customer experiences.
In 2024, AI is already playing an ever-increasing role in predictive
Surprising Solutions to the 9 Business Challenges of a Customer-First Strategy
Adopting a customer-first strategy is more than just an option these days. But did you know that, perhaps surprisingly, it can answer most business challenges? And it is, therefore, essential for the survival and growth of every single business.
Yet, I know this paradigm shift can present formidable challenges that many organisations struggle to overcome.
In 2023, I wrote a popular post covering the ten most common challenges businesses face when starting their journey to customer-centricity. It is called “Top 10 Challenges Facing Companies When They Adopt a Customer-First Strategy.”
However, a lot has changed in the past year, so I decided to update my suggested solutions to the latest obstacles businesses face when pivoting to a customer-centric approach.
As before, I provide supporting data and some inspiring case studies to get you going.
If I haven’t covered your challenges here or in the previous article, feel free to comment.
From reshaping ingrained company cultures to harnessing the power of big data, I’ll explore how industry leaders like Toyota, Salesforce, Target and Netflix have successfully navigated these challenges.
Whether you’re a startup looking to disrupt or an established enterprise aiming to evolve, this article will equip you with the knowledge and tools to transform challenges into opportunities.
Let’s take a look at nine key hurdles I have noted in working with my clients, and discover how to solve them, ensuring your business stays ahead in the race for customer loyalty and sustainable growth.
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1. The Biggest Business Challenge – Revolutionising Company Culture
The transition from a product-centric to a customer-centric culture demands a complete overhaul of organizational mindset. This seismic shift often faces resistance from employees deeply rooted in traditional practices, who may struggle to see the immediate benefits of a customer-first approach. Companies grapple with ingrained behaviours, leadership communication gaps, and inadequate training programs.
Solution: The key lies in unwavering leadership commitment and consistent, clear communication. Take Zappos, for example – they’ve woven customer service into the very fabric of their core values, reinforcing this through ongoing training and aligning it with customer success metrics.
To facilitate this cultural metamorphosis:
- Implement regular workshops that highlight the tangible benefits of customer-centricity
- Develop a comprehensive internal communication strategy
- Create a reward system that recognizes and celebrates customer-focused behaviours
The payoff is substantial: companies prioritizing customer experience see up to 1.7 times higher customer retention and 1.9 times higher average order value. This isn’t just a change in strategy; it’s a revolution in how business is done.
If you’d like to know the most effective way to overcome resistance to change in your company culture, please book some time for us to discuss your needs and identify three actions you can immediately take; click the link below.
2. Mastering the Art of Customer Data Analytics
In the age of big data, businesses are drowning in information but thirsting
Unlocking the Huge Untapped Potential for SMEs through the Superior Use of Data
All CEOs face many challenges, perhaps those of small and mid-sized companies more so than others. However, the current data-rich environment offers an enormous untapped potential for SMEs. Let me explain.
Today’s technically advanced and data-rich environment makes the strategic use of data a crucial element for success. While many companies recognise the importance of its leverage for marketing purposes, an often overlooked aspect holds immense potential: the comprehensive and superior use of customer-centric data. This is what I want to cover in this post.
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Understanding the Potential for SMEs to Use More Customer-Centric Data
Superior use of customer-centric data means going beyond basic data collection and analysis to integrate customer insights into every facet of a business. This holistic approach uses data to enhance product development, service enhancement, operational efficiency, and strategic planning.
Let’s look into each of these in more detail.
Why the Superior Use of Data Matters
1. Personalised Customer Experiences: Superior data utilisation helps all organisations, especially SMEs, create personalised experiences that resonate with individual customers.
Businesses can tailor their offerings, communications, and engagements to create meaningful connections by understanding customers’ preferences, behaviours, and needs. According to a report by Epsilon, 80% of customers are more likely to make a purchase from a brand that provides personalised experiences.
2. Predictive Insights for Proactive Strategies: Leveraging data allows SMEs to anticipate trends and predict future behaviours.
This foresight enables proactive strategies, such as developing new products or services that address emerging needs or adjusting marketing tactics to stay ahead of the competition. Gartner predicts that by 2025, AI-driven businesses will be able to capture up to $2.9 trillion in business value.
3. Enhanced Decision-Making: Data-driven decision-making eliminates guesswork and reduces the risk of costly mistakes. SMEs can make informed choices based on concrete evidence, leading to more effective resource allocation and improved outcomes. According to McKinsey, data-driven organisations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
4. Operational Efficiency: Analysing customer data has huge potential for SMEs to identify inefficiencies and streamline processes. This enhances productivity, contributes to cost savings, and improves the overall customer experience. A Forrester study found that organisations leveraging data effectively see a 10% reduction in operational costs.
If you are an executive who believes you have untapped potential in your own organisation and would like to discuss your current challenges in data usage, innovation, or marketing, then why not CONTACT US? In a 30-minute CALL, you will walk away with at least three suggested actions immediately impacting your business.
Transforming Marketing with Superior Data Utilization
The power of superior data use cannot be overstated for marketing heads. It revolutionises how marketing strategies are conceived, executed, and evaluated.
However, this means that they can no longer rely on creativity alone. They need to
5 Key Trends to Business Success in 2024 using a Customer-First Strategy
As we debut the second half of the year, the ever-evolving landscape of customer experience (CX) is making business success even more challenging than usual.
Are you finding this too? If so, then I have some ideas to help.
We already know that businesses that embrace a customer-first strategy successfully lead their markets by driving growth from increased loyalty. To continue benefiting from this customer-centric approach, it is important to understand what has changed in 2024 and how companies should react to their customers’ ever-changing demands.
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Business Success in 2024: The Key Trends
Here are the key trends of 2024 and some questions you may already be asking yourself about them. If not, then perhaps you should.
As always, I share my ideas and examples to help you make any changes you decide are needed.
AI-Driven Personalization:
What is it? AI-driven personalization leverages artificial intelligence and machine learning to analyze vast customer data and deliver highly customized experiences.
It is important because it enables businesses to anticipate customer needs and offer tailored recommendations, enhancing the customer experience and driving business success.
Example: eBay’s new magical listing tool uses artificial intelligence to extrapolate details about listings from images. As a result, sellers can list items easily, and buyers can access more information about potential purchases. (Source)
Data Privacy and Trust:
What is it? Ensuring customer data is handled with transparency and robust security measures.
With increasing regulatory scrutiny and customer awareness, businesses must build and maintain trust by protecting their customers’ information, which is vital for ongoing business success.
Example: To sustain their customers’ trust, companies should communicate clearly about data usage and adopt stringent security protocols to prevent data breaches.
Omnichannel Experiences:
What is it? Providing a seamless and integrated customer experience across multiple online and offline channels.
Customers expect consistent interactions and a unified experience, regardless of the channel they are using. This can enhance both their satisfaction and loyalty.
Example: Airbnb offers 24/7 support through various channels, ensuring customers receive timely assistance regardless of the platform they use. (Source)
Ethical AI:
What is it? Using AI responsibly and transparently avoids perpetuating biases and helps to maintain customer trust.
Ethical AI practices are essential for building long-term, trust-based customer relationships and ongoing loyalty.
Example: Businesses must be open about how they use AI in customer interactions and take steps to mitigate any negative impacts.
Empathy at Scale:
What is it? Combining AI-driven automation with human empathy enables your customer service team to handle complex customer issues more effectively.
This approach ensures that customers feel valued and understood, even when interacting with automated systems, contributing to continued customer satisfaction.
Example: Using AI to address simpler queries frees human agents to provide empathetic support for more complicated issues. It is also usually speedier,
A Comprehensive Guide to Overcoming the Most Common Data Integration Challenges
Insight development is based on gathering information, then data integration and analysis. However, organisations often find this challenging due to multiple sources, formats and time scales. Do you?
Many companies struggle to benefit from all their data and information because they don’t know how to turn it into insight, or their insights remain interesting but not actionable. There are many reasons for this.
From data quality issues to technological limitations and resistance to change, organisations must navigate a complex landscape to unlock the full potential of their data.
This comprehensive guide delves into the ten most common challenges in insight development, offering detailed analysis and strategies to overcome each obstacle, ensuring your organization can harness data for strategic advantage.
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What an Actionable Insight Really is
I get so frustrated when people refer to numbers, data, or the findings from research projects as insights. None of these are!
In addition, developing actionable insights from a single survey is rare.
The reason is that insight development, getting to that “aha” moment that everyone immediately understands and wonders why no one thought of before, needs a 360 perspective of the challenge or opportunity under investigation and uses information from multiple sources.
There are many definitions of insight, but the one that I use, and that resonates with my clients, is a statement that impacts the attitudes or behaviours of current or potential customers/shoppers of a brand or category based on a human truth that results in an emotional response.
At first glance, this may seem like quite a mouthful, so to simplify retention, I refer to it as ABCDE:
A = Attitudes and Actions
B = Brand or Category
C = Customer, consumer, client or shopper
D = Deep human truth
E = Emotional response
To fast-track your understanding, here are some great examples of the insights behind some of the best-known brands:
- Heineken Jillz: I want to drink alcohol on a night out, but I don’t like beer and wine is too variable in quality.
- Kraft Philadelphia: Food is delicious, but I don’t want to eat too much fat (butter versus cream cheese).
- DTC Diamonds: I want to stand out (shine), but as a modern woman, I also want to be seen as gentle and feminine.
- Unilever Dove: I want to be admired for my beauty on the inside, not for what I look like on the outside.
- AXE (Lynx in UK): I (young men) want to attract as many beautiful and sexy women as possible.
- Haribo Starmix: There’s a child inside every adult.
- Dulux sample paint pots: I love to decorate my home, but I don’t want to look stupid by choosing the wrong colour.
You’ll notice that most are written in the first person as if the target audience is speaking. This makes it much easier to understand and resonate with the reader without much effort … Click to continue reading
