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Training: Customer Insight - London

Understand how to develop, analyse, and turn customer insight into actions that create value both for your business, and for your customers.

Training: Customer Insight - London

You will learn to:

  • Understand how customer insight can increase value for both your business and your customers
  • Identify and understand the sources of insight and how it delivers competitive advantage
  • Plan the development of customer insight for your business, aligned with marketing strategy
  • Translate insight into specific, value-creating marketing actions
  • Use improved insight to measure your marketing success

Professor Merlin Stone, Consultant and Trainer, Merlin Stone Consulting

Merlin is an expert in online and offline customer management, his experience covers most. His work includes training, consulting and research in many aspects of customer management, including strategies and tactics for customer recruitment, retention, and development. His work focuses on improving customer experience,satisfaction, loyalty and trust, and also the customer research, data analysis, systems decisions and supplier selection and management needed to support improved customer management. His recent research has coveredhow self-service in retailing and financial services is changing under the impact of new customer technologies, on business intelligence in the age of big data, on mobile payments and on customer service and complaints.

He is author or co-author of many articles and thirty books on customer management. He is an Honorary Life Fellow of the IDM, which he helped found. He also on the editorial advisory boards of several academic journals. He has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career, holding senior posts at various universities. He is now a Visiting Professor at three universities, and teaches marketing at several universities.

Programme: (1 day course)

The meaning of insight and its relationship with business success

  • The evolution of marketing and how insight needs to move with it
  • The influence of digital on data (quality, quantity, speed etc.)
  • The influence of digital on marketing decisions (product, price, channel, communication etc.)
  • Relationship between insight and knowledge management

What customer insight covers

  • How many users and customers have you got? What is their value? What services/product do they buy/use?
  • Where do they come from? What is their journey like? What causes them to come, or to leave? How often do they come into contact with you? With your competitors? When do they get in touch?
  • Who are they? What is their history of interactions with you? From which devices/sites/apps? Is there a pattern? How do they compare with other users? What is their attitude towards your channels and brands?

Developing customer insight

  • The main sources of offline insight - CRM, brand, product, channel analytics, research
  • Sources of online insight - web and app data and its analysis; social insight
  • Insight from partnerships - distributors, aggregators and affiliates
  • How analysis turns data into insight, and how this varies on and offline; how to create combined insight
  • Integrating multichannel data to produce a picture of multichannel journeys

Applications of customer insight

  • Planning
  • Managing and optimising the online/offline marketing mix
  • Using insight for testing

Planning and managing your insight capability and activity

  • The stages of development of insight - a maturity model
  • The diffusion cycle for analytical and insight innovations
  • Identifying where you are and where you need to be and prioritising the development of insight
  • Developing a feasible, cost-effective, innovative, future-proof competitive plan
  • Processes for managing customer insight - day to day and strategically
  • Governance and data quality management


  • Main types of solution in data management and analytics
  • Integrating solutions
  • Outsourcing

Next steps

  • Where are you now?
  • What are your priorities?
  • How to meet them

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