A guide to unlocking the value of human behaviour

Following on from my recent article about The five customer insight basics to drive engagement, I have been thinking that there is much more discussion worthy around how businesses need to think about deploying their insights.  By this I specifically mean how Insight professionals are communicating customer insights  to their internal clients across the business.

Whatever your business size, putting your customer at the heart of your decision-making is vital to making your organisation more relevant and responsive to your customer base. Across sectors, many businesses that are market-leading are those who commit to this, demonstrating a sound knowledge of who their customers are and adapting their proposition to serve their needs.

I’m a difficult customer. I know I am. When I pay for a service I expect the best, but then I usually expect to have to pay a little over the odds for it. I’ve been tempted recently to buy some commodity products based on price alone. Who wouldn’t?

• What difference is there between the car insurance on a price comparison site and via an insurer direct? My car is still covered and I won’t get into trouble with the authorities.

• What difference is the plane seat I pay £10 for and the one for £200? Both will get me there.

Ever since Tesco started to dominate the loyalty scene and wow the grocery sector with its impressive growth, the concept of putting customer analysis at the heart of the business to drive decision-making has become a leading philosophy in consumer facing businesses. The idea is that by understanding your customers’ behaviour you can re-engineer all aspects of your business around your customers’ needs, from product ranges and store design through to targeted loyalty marketing.