The document summarizes a webinar presented by Jan van Veen of Noventum on gaining customer insight. The webinar covered the need for customer insight to address business challenges, common challenges in gaining insight, successful approaches like interviews and customer panels, and next steps like a public customer experience assessment. The webinar provided an overview of how understanding customer needs across the product lifecycle and value chain can help businesses better serve customers.
Thanks for joiningWebinar, part of our Service Innovation Programme, a ongoing research, whici includes multiple webinars, roundtables meetings and surveys
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Strategy workshopsCustomer research and feedback solutionsManagement training, like service leadership, service development, service sales, Workforce training like trusted advisor
Discuss agenda here.I would like to set the scene before moving on to techniques and challenges for capturing customer insight.Because requirements are changing and are becoming thougher. Common practices of today are not sufficient anymore.Why is that?
Challenge is commoditisation of products and product related servicesMargings and growth are under pressure in most industriesMany business are looking for new opportunities to regain the growths and marging figures they used to haveAnd need to significantly reduce cost, also for delivery of product related services
For successfuly managing the changes, need enhanced customer insights.The risk is to drive these developments in an approach which is too much inside out. With limited and internal view on customer expectations, needs, challenges, which is predominntaly based.Most succesfull business follow an outside-in approach, in which they capture al lot if views and insights from outside, from the market space.
Various common practices for feedback and researchVarious types of surveys, either paper, web or phoneO fcourse we all have regular contacts with customers, sales and serviceSome formilised meetings in which objectives, expectations are discussed and also how they have been metSome businesses regularly interview customers or even organise customer panels or user groupsSo we do tend to think we know our customers and how we are perfroming
HoweverBig discrepancy
Also research has proven their is little correlation between what cstomers say about satifcation or loyalty and their future behaviour, like repurchase or continiation of services
Circumstancial:Mood, unstableSituation (buying, choices, alternatives, social pressure)Pain / pleasure, experiencing self versus remembering selfSet up researchQuestions being asked, how leading they areWho am I asking to - DMU20/80External referencesInterviewer
Basically, customer isnight programmes currently look too much at the past, focus too much on performanceAnd to little develop insights to preduct the future customer behaviour
Quite often we see customer research or feedback programmes of which it is unclear what exacly the prupospe or objectives are. Not to speak about the requirements.As a result, they do not deliver the required insight and loose commitment from the organisation
Initially maintenanceNow providing end to end servicesAdvise in design cooling concepts, including finianicingNow price per m3 cooling capacity, including energyCovering full life cycle
Bio Merieux3-4% cost of equipment60% labourDeveloped of portifolio of 25 valua adding services
Obsere, see your entire business through the eyes of your customerInsights on your brand, service offerings and propositions, management practices, service factory and behaviour of employeesHow they impact the value perception of customers
Example of Yokogawa, Idustrial automation equipmentHad to believe sales people, talking with operational level, did not understand need s of customer as wholeInterviewed executives, asking right questions One of challenges was not lower cost, but more stable and predicible process for chemical plantsAnd even expected Recurring services to help managing client processes. Benchmarking with advisory of production processes
Example for company wanting to fully understand how customer needs in terms of experience. Aksed participant to maintain diary, camera.After time, put ifnromation together, Explaining what the do, based on pictures.So no structured questionsPanel members also react on each other, revealing more thoughts and ideas.Well facilitatedResult was a new App for ipad having right information at right time very easily
Summary:Insight in changing business challenges, leading to changing expectations and need for customer insightChallenges for gaining customer insights from feedback and researchPresented a few examples of advanced techniques to overcome the challenges and help getting ahead of the pack
