Customer Insight Management Toolkit

Objective
This course focuses on the usage of five specific best practice tools for clientside Insight teams.

Learning outcomes
This course will take delegates through the clientside Customer Insight journey, from the initial business problem identification through to taking action to address the problem. Specific best practice tools will be discussed and worked through, which can enhance the effectiveness of the Insight team at critical points in the journey:

• Request for research
• Project prioritisation
• Communications plan
• Recommendations for action
• Insight day

Who will benefit?
This course is designed for experienced Customer Insight managers who want to ensure that they are making the maximum impact in their organisations.

Agenda
From 9am
Registration & coffee/tea

9.15
Introduction and delegate key learning objectives

9.30
Insight generation and management approaches and how these differ from traditional market research project management
Presentation and discussion
9.45
Request for market research - initiation of the customer insight journey. Tool 1 template
Discussion and mini group work. Refinement of Tool 1
10.45
Coffee/tea
11.00
Project prioritisation - criteria to allocate resources. Tool 2 template
Discussion and mini group work. Refinement of Tool 2
11.45
Communicating customer insight - mechanisms and channels to get the message to stakeholders
Discussion and mini group work. Inputs to feed into Communications Plan
12.45pm
Lunch

1.30
Communications planning. Tool 3 template
Individual work and discussion. Refinement of Tool 3
2.30
Insight Day - particular approach to communicating insight and getting action to happen. Tool 4 template
Presentation and case study as applied at DHL Express. Refinement of Tool 4
3.15
Coffee/tea

3.30
Recommendations for Action - ensuring action happens from Insight. Approach can be used as a KPI for the Insight Team. Practical issues in implementation. Tool 5 template
Presentation and case study as applied at British Gas. Refinement of Tool 5
4.30pm
Review of day - check that delegate learning objectives have been met. Ensure all Tools have been refined sufficiently to merit Best Practice status
Discussion
Following the event, the refined Tools will be emailed to delegates for their own best practice usage.