Insight-led customer retention

“Customer retention needs to be embedded in the marrow of your organisation”. This is my favourite line from Paul Gravett‘s article entitled ‘trickle or torrent: how successful is your customer retention?’. The article explains how an organisation can (and must) boost its customer retention. While Gravett was writing for the arts sector his message is relevant to other sectors too. […]

The process for creating actionable customer insights and turning insight to impact

Creating actionable customer insights – start asking ‘why’

Creating actionable customer insights is the cornerstone of being a customer-centric organisation. And in principle is sounds quite simple – find something insightful within your data and then take action based on what you found. Easy! Maybe not… recent research by IPSOS MORI for Verint suggests that while nearly all organisations collect some form of customer-related […]

The overwhelming fear of being wrong

Seth Godin has made an interesting post about a consumers underlying fear of being wrong, and how they behave as a result of it. His final sentence, that this is “the lone barrier almost every product and service has to overcome in order to succeed” is particularly relevant for the sports industry. From a sports […]