By Jan Kral
VP Service Sales & Delivery

Maximizing the Impact of Customer Insights

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A lack of actionable insights, slow time-to-insights, isolated insights, and ineffective data formats for communication are critical problems that bar businesses from obtaining value out of their customer insights. These barriers must be overcome in order to deploy game-changing insights that deliver process and product innovation, shorten time to market, and install customer empathy across the organisation. In this blogpost we explain how to overcome these problems to maximize the impact of your customer insights. Here are the four ways to make an impact with data and insights:

< Go to blog overview

 

A lack of actionable insights, slow time-to-insights, isolated insights, and ineffective data formats for communication are critical problems that bar businesses from obtaining value out of their customer insights. These barriers must be overcome in order to deploy game-changing insights that deliver process and product innovation, shorten time to market, and install customer empathy across the organisation. In this blogpost we explain how to overcome these problems to maximize the impact of your customer insights. Here are the four ways to make an impact with data and insights:

Understanding the human perspective enables innovative organizations to listen to their customers and focus on customer experience strategy.

1. Use human insights to create a winning customer experience

Companies must deeply connect and emphasize with their customers to understand their needs and wants. Engaging with customers in a human way is crucial to finding innovative solutions that impact the bottom line. It’s therefore imperative that organizations use metrics that focus on the customer to drive decision-making. Metrics that describe the underlying why, for example why a customer feels a certain way about the product, is essential to creating actionable insights that let you focus on the right improvements. Only by using data that describes why can you empathize with customer issues and pains. 

Understanding the human perspective enables innovative organizations to listen to their customers and focus on customer experience strategy. This is crucial to cement customer loyalty, bulletproof product launches, and increase revenue growth. Customers must know that the company wants what’s best for them.

 

2. Source insights fast and efficiently to create impact

Managers at leading organizations continue to waste precious time on ineffective decision making. Quality decision-making is dependent on the ability to source data fast and efficiently. Data needs to be quickly prepared, integrated, and transformed. To efficiently prepare data and make time for analytical insights, organizations should use software tools and platforms that do much of the work for them. Ready-to-use analytical insight tools empower businesses to develop insights for self-service. These tools permit users to curate data to fit specific needs and situations, allowing faster time-to-insight.

Make a strategic choice to create an agile organization by deploying software tools that enable employees across the organization to prepare and analyze data on their own. Technology that allows for faster time-to-insights will make all the difference for well-informed and prompt decision-making. Cut down on time-to-market and reduce development time and costs.

 

3. Democratize insights to empower all in the organization

Democratizing insights is necessary to making customer-centric decisions. The goal is to effectively share data to create customer ownership at all levels in the organization. With the right tools, it becomes possible to connect and share data throughout the entire organization, all from a single place. Break down the barriers to access and understanding, and allow all in the organization to use their expertise to get the most from the data and insights. Create teams that are driven by data and customer empathy, and thereby have the knowledge to make great decisions to provide a great customer experience.

Insight democratization creates an ability to instantly access and understand data insights, enabling faster decision-making and a more agile organization. By seamlessly integrating customer perspectives into decision-making across the organization, the company will gain a critical advantage over those still using old-fashioned and slow data strategies.

 

4. Humanize data to tell an effective story

To get the full picture for analysis, insights need to be presented in a format that the receiver understands. Formats such as video visualizations and customer showreels effectively depict emotion, communicate empathy, and activate all senses experienced during the customer experience. These formats convey large amounts of information and are created with the customer as a human in mind. They make the information easy to understand and transform data into actionable insights that you can implement right away. Telling stories with easy to understand data formats leads to better decision-making within the organization and drives customer conversion by clearly understanding customer wants.

For a company to innovate and create great product experiences, they must be customer centric. Organizations should adopt the cutting edge software tools that support genuine customer centricity and understanding. These tools allow for empathetic customer engagement, fast and efficient decision-making, and let you democratize and share insights to empower the entire organization. Implementing these solutions are critical to making better business decisions, reducing time to market, and creating a winning customer experience.

1. Use human insights to create a winning customer experience

Companies must deeply connect and emphasize with their customers to understand their needs and wants. Engaging with customers in a human way is crucial to finding innovative solutions that impact the bottom line. It’s therefore imperative that organizations use metrics that focus on the customer to drive decision-making. Metrics that describe the underlying why, for example why a customer feels a certain way about the product, is essential to creating actionable insights that let you focus on the right improvements. Only by using data that describes why can you empathize with customer issues and pains. 

Understanding the human perspective enables innovative organizations to listen to their customers and focus on customer experience strategy. This is crucial to cement customer loyalty, bulletproof product launches, and increase revenue growth. Customers must know that the company wants what’s best for them.

 

2. Source insights fast and efficiently to create impact

Managers at leading organizations continue to waste precious time on ineffective decision making. Quality decision-making is dependent on the ability to source data fast and efficiently. Data needs to be quickly prepared, integrated, and transformed. To efficiently prepare data and make time for analytical insights, organizations should use software tools and platforms that do much of the work for them. Ready-to-use analytical insight tools empower businesses to develop insights for self-service. These tools permit users to curate data to fit specific needs and situations, allowing faster time-to-insight.

Make a strategic choice to create an agile organization by deploying software tools that enable employees across the organization to prepare and analyze data on their own. Technology that allows for faster time-to-insights will make all the difference for well-informed and prompt decision-making. Cut down on time-to-market and reduce development time and costs.

 

3. Democratize insights to empower all in the organization

Democratizing insights is necessary to making customer-centric decisions. The goal is to effectively share data to create customer ownership at all levels in the organization. With the right tools, it becomes possible to connect and share data throughout the entire organization, all from a single place. Break down the barriers to access and understanding, and allow all in the organization to use their expertise to get the most from the data and insights. Create teams that are driven by data and customer empathy, and thereby have the knowledge to make great decisions to provide a great customer experience.

Insight democratization creates an ability to instantly access and understand data insights, enabling faster decision-making and a more agile organization. By seamlessly integrating customer perspectives into decision-making across the organization, the company will gain a critical advantage over those still using old-fashioned and slow data strategies.

 

4. Humanize data to tell an effective story

To get the full picture for analysis, insights need to be presented in a format that the receiver understands. Formats such as video visualizations and customer showreels effectively depict emotion, communicate empathy, and activate all senses experienced during the customer experience. These formats convey large amounts of information and are created with the customer as a human in mind. They make the information easy to understand and transform data into actionable insights that you can implement right away. Telling stories with easy to understand data formats leads to better decision-making within the organization and drives customer conversion by clearly understanding customer wants.

For a company to innovate and create great product experiences, they must be customer centric. Organizations should adopt the cutting edge software tools that support genuine customer centricity and understanding. These tools allow for empathetic customer engagement, fast and efficient decision-making, and let you democratize and share insights to empower the entire organization. Implementing these solutions are critical to making better business decisions, reducing time to market, and creating a winning customer experience.

Break down the barriers to access and understanding, and allow all in the organization to use their expertise to get the most from the data and insights.

Jan Kral, VP Service Sales & Delivery

Jan Kral is Vice President of Service Sales and Delivery at UserTribe. He advises leading enterprises including Google, Mastercard, and Maersk on integrating customers into their way of working, helping them translate learnings into tangible business impact.

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