An introduction to Customer Insight, explaining what it is & how to pull multiple technical skills together to generate customer insights which provoke action. Paul Laughlin shares learning from over a decade of creating and leading customer insight teams to make £10m difference p.a. to bottom lines.

1. Gain deeper
insights
Using analytics
and research to
generate insights
Paul Laughlin, Managing Director, Laughlin Consultancy
© Laughlin Consultancy Ltd, not to be used without permission.

2. Who am I to advise you? Experience in the
field
© Laughlin Consultancy Ltd, not to be used without permission.

3. What is customer insight?
❖ Data
❖ Analytics
❖ Research
❖ Database Marketing
“A non-obvious understanding
about your customers, which
if acted upon, has the
potential to change their
behaviour for mutual benefit”
© Laughlin Consultancy Ltd, not to be used without permission.

4. Growing authority of insight
❖ Customer Insight Directors or
Chief Knowledge Officers
now exist across blue chip
companies in many sectors
(UK and USA)
❖ Competition?
❖ Regulation?
❖ Fad?
© Laughlin Consultancy Ltd, not to be used without permission.

5. Dimensions of value-add
© Laughlin Consultancy Ltd, not to be used without permission.
Customer Strategy
Insight
Value
Creator
Voice of the
Customer
Targeted Customer
Interactions
Evidence for
Regulator
Product/Channel
Neutrality

6. Maximising each element
Customer
Data
Customer
Analysis
Customer
Research
Database
Marketing
© Laughlin Consultancy Ltd, not to be used without permission.

7. Customer insight ecosystem
Customer
Data
Customer
Research
Customer
Analysis
Database
Marketing
Feel
Experiences
Test
Hypotheses
Converge
Evidence
Consider in market &
competitor context
Structured questioning
to generate Insights
Visual communication o
f compelling stories
© Laughlin Consultancy Ltd, not to be used without permission.

8. Hybrids wear many hats
❖ Data Scientist
❖ Psychologist
❖ Artist/Storyteller
❖ Sales Coach
❖ Economist/Statistician
❖ People Leader
© Laughlin Consultancy Ltd, not to be used without permission.

9. It’s all about taking action
❖ Need
❖ Actionability
❖ Output
❖ Progress
❖ Complete
© Laughlin Consultancy Ltd, not to be used without permission.

10. Influencing at the Top Table
❖ What’s on their agenda?
❖ Customer updates
❖ Commercial updates
❖ Joint updates with
Marketing & Operations
© Laughlin Consultancy Ltd, not to be used without permission.

11. Sustaining the improvement
❖ Executive Coaching works
❖ Insight leaders should benefit
❖ It’s for winners not losers
❖ Take care choosing a coach
© Laughlin Consultancy Ltd, not to be used without permission.

12. Can I help you?
customerinsightleader.co
m
laughlinconsultancy.com
@LaughlinPaul
linkedin.com/in/paullaughlin
laughlin.consultancy@icloud.c
om
+44 (0)7446 958061
© Laughlin Consultancy Ltd, not to be used without permission.