Embedding client insight to drive transformation in your firm 

John Dore 29th October 2014

Where I’m from

Lots of ways of asking questions

What did you do last Tuesday?

! I can’t remember

! I was on a yacht in the Caribbean diving for octopus

! I caught a bus to a conference in Swansea

! Was in the office catching up on emails

! Looking for a new job Select one answer from the above and then move to the next section. !!

“Your most unhappy customers are your greatest source of learning.”

Bill Gates

“You’ve got to start with the customer experience and w o r k b a c k w a rd s t o t h e technology…As we tried to come up with a strategy and a vision for Apple, we started with what are the incredible benefits we can give to the customer, where can we take the customer…”

- Steve Jobs

1987

2014

Meanwhile

brand development

internal comms

content marketing

campaign advertising

events

CLIENT INSIGHT

press and pr

publications

social and web

It all begins with insight

The reason you’re there

Finance Director

The balance sheet

The CEO

The Strategy

The HR Director

Engagement measures

Operations Director

Performance

The Marketing Director

THE CUSTOMER

Communications

Press & PR, Social

The Risk Director

Regulator, Professional body

Decide what you measureSatisfaction Loyalty Advocacy Performance

Decide who you measure

Decide how you measure

Sectors/SegmentsMarketsTop clientsSampled clients

Engagement Programmes

Market comparison

reports

Commissioned researchPurchased

Decide what you measureSatisfaction Loyalty Advocacy Performance

Decide who you measure

Decide how you measure

Sectors/SegmentsSelect marketsTop clientsSampled clients

Engagement programmes

Market comparison

reports

Commissioned researchPurchased

“What ever you do, do it well. Do it so well that when people see you do it they will

want to come back and see you do it again and they will want to bring others and

show them how well you do what you do.”

- Walt Disney

AdvocacyLoyalty

•Need to get alongside the CEO, and get him alongside the programme

•Help the business ‘see the wood for the trees’

•Take the story on the road, particularly front line employees

• Rationalise the ‘what’, ‘who’, ‘how’: focus on what really drives loyalty, advocacy, margin and revenue growth

Some experience

•be accessible/consistent

•understand my business

•be proactive

For service/advisory businesses:

1. Strategic alignment – ensure that client insight goals and activities are aligned to the firm’s goals and objectives.

2. Timeliness – the greatest strength of insight is the ability to foresee the future, e.g., before a product launch, or before a new brand campaign goes live.

4. Timelessness – the principles that underpin the client insight strategy should have some longevity, so the design has future tracking envisaged at the outset

3. Actionable – design it to be relevant and impactful to the business

5. Integration – combining client insight data, with market data, performance metrics, employee survey data, social media and other internal dashboard measures is the ‘holy grail’ of client insight. It’s difficult to do - but partnering may give richer insight.

6. Customer – focus on customers, as opposed to brand or channel, strategy.  Seek deep insight

about the things that are import from the client’s perspective, rather than seek to understand things that are important internally to the firm.

7. Adoption - does the client insight programme have its own vitality? The really client–centric companies consider potential customer impact in every decision they make.

The magnificent seven

"What are the most effective ways of obtaining client feedback/insight from high-net worth private clients, or key senior executive clients (CEO/MD level), who are typically time poor and whom often prefer to delegate, or to simply ignore such requests?" 

Pitfalls, mistakes and learning

1. Make it engaging, for client and for management

2. Commission, don’t buy data (like ever).

3. Personally know your NPS from NVS from your NFC.

4. Make it important, even emotive

5. Find a brilliant insight partner and bring them inside

John’s career spans leadership roles with major businesses including HSBC, Barclays, Herbert Smith, EY and Arthur Andersen. John has over twenty-years facilitation experience, designing and leading events in Europe, Asia and the US. From internal workshops for senior executives to major international client conferences, he has refined a range of approaches to facilitation that have consistently engaged demanding audiences. John founded Wave Your Arms in 2014 to help businesses transform the way they engage their people and their clients.

mail: john@waveyourarms.com phone: + 44 (0) 7515 357604 web: www.waveyourarms.com follow: @waveyourarms, @inspirebus

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