Customer Insight. Marketing insights to improve sales.
Get true customer insight to ignite sales
Customer insight is the starting point for any business or marketing strategy. Many years ago we came across this charming quote from David Ogilvy …
"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post: for support, rather than for illumination."
That’s the big challenge. Just how do you achieve ‘illumination’ when it comes to your customers, rather than rely on hearsay, subjectivity or static data?
How do you get priceless insight into a customer’s true feelings, needs and wants to help you shape your brand and sales messages, and develop a consistent company culture?
Insight does not come from direct questions or surveys
We have been running Insight programmes for twenty years. They are so simple and yet so effective. The ripple effect of an Insight programme can be dramatic throughout a company or organisation.
When a company speaks and sells in the language of its prospects and customers, authentically, using customers’ words and speaking about their issues, it becomes far more effective.
It’s difficult for most of the company Directors and Marketing Heads we work with to get a simple, objective feel for customer behaviour. Sometimes the difficulty lies in the fact that ‘they know too much’, which could be the result of too much data, or because the last customer compliment or complaint that is fresh in mind. ‘Knowing too much’ is a blessing and a curse
Insight requires objectivity and starts with listening
Allround Creative uses Insight programmes to get to the heart of what drives sales. We distinguish Insight from conventional customer survey and market research, and other forms of opinion gathering.
Insight programmes involve a little patience and what is best described as active listening.
The results of Insight help you to answer important questions such as ‘what are you selling?’ and ‘what are your customers buying?’ You will also find it refreshing to learn about your business in the way that people actually talk, undistorted by 'corporate speak' or the guardedness found in survey responses.
The results of Insight quickly stimulate marketing activity and generate new confidence in Sales.
We’d love to hear from you and share some of the ‘gold’ that Insight programmes have uncovered over many years.