Customer Insight

What is Customer Insight?

Customer Insights are objective, actionable and measurable knowledge about the buying population or constituents of the organization. They help build, strengthen, and manage customer relationships profitably. When done right, these Insights develop sustainable customer-centric differentiation to outperform competition while driving continuous improvement.

Customer Insights are strategic, analytical and operational. They enable faster and better business decisions. Customer Insights are issue-centric and opportunity specific. These Insights deliver single version of truth and enable business leaders to make measurable business decisions with confidence.

Customers are unlikely to simply tell organizations that their needs have changed instead they leave clues in their behavior and communication.

Recent market research involving 23 consumer brands and over 10,000 consumers found that high-loyalty brands experienced 64% higher growth than other brands in the sample.

Services

• Define, align, and quantify business objectives related to customers, constituents, customer service, marketing, and operations
• Develop and execute measurable CRM strategy to transform to a customer-centric organization
• Develop actionable customer value dashboards, KPIs and metrics
• Develop and execute objective customer segmentation, longitudinal contact management and customer service strategies
• Manage customer segments like portfolio of financial assets
• Develop targeted marketing programs for all stages of customer life cycle
• Identify and deflect live agent calls that can be supported by self-service channels
• Analyze and optimize interaction life cycle process to reduce call handling time
• Build and leverage integrated information solutions
• Enable marketing organization by delivering actionable Marketing Intelligence
• Develop single version of truth and single view of customer by analyzing information related to customers, products/services, service channels, and partners
• Proactively capture customer feedback to identify issues and opportunities
• Enable customer care organization to become a profit center
• Push customer intelligence to all service channels and improve customer experience
• Integrate primary research and transactional data, analyze, and draw actionable inferences

Common Challenges

• Lack of alignment between business objectives, strategies and execution
• Very expensive to acquire, retain and grow profitable customers
• Inconsistent customer service operations and diminishing customer experience
• Increasing customer service costs and decreasing profitability
• Multiple versions of truth resulting in conflicting inferences
• Unable to make faster, better and measurable business decisions with confidence
• Marketing spend not delivering a good return on investment
• Lack of integrated interaction intelligence that’s critical to optimize customer experience
• Limited customer domain expertise, experience and best practices
• Disintegrated data, untapped potential and misleading insights
• Implementation inefficiencies and technology limitations & complexities
• Unable to transform customer care organization into a profit center
• Lack of or limited continuous improvement processes and centralized program management office

Why Acumen Solutions?

Acumen Solutions has the industry knowledge and cross-functional leadership experience to help our clients develop an understanding of the customer experience across all touch points. By quantifying the precise drivers of customer satisfaction through surveys, data analysis and process discovery, the Acumen Solutions Customer Insight team can shape metrics and efficiently design supporting systems and collaborative workflows that govern each process step.

Value Proposition

• Identify the ideal customer profile via data mining and segmentation
• Acquire the “right” customers in the right channel at the right time
• Develop customer lifecycle to enable up-sell/cross-sell
• Reduce customer dissatisfaction and churn
• Increase margin contribution rates per customer
• Improve relevance and effectiveness of marketing campaigns
• Reduce support costs and response time