Based on extensive research and packed with multiple best practice case studies from leading customer brands, our 2018 report is essential reading on the role of insight in driving organisational growth.
Customer insight is a vital strategic business asset but few companies are able to harness it effectively.
Commentators may vary in their estimates, but there is general agreement that the majority of market research spend is wasted. According to an article by Harvard Business Review, only 11% of customer impacting decisions are backed with data insights. A fact which suggests that the majority of decisions are based on guesswork or, at best, intuition.
For some organisations this intuition is driven by real closeness to the customer, but for the majority it is based on what people think the customer wants and, in today’s rapidly changing consumer world, that is a dangerous place to be. What do customers need, want and value? How can they be served better? How can insight be harnessed to achieve a superior competitive position? These are some of the questions we hear companies grappling with.
In our 2018 UK Customer Experience Excellence analysis, we reveal: