The High Performance Customer Insight Professional : How to Make Sense of the Evidence, Build the Story and Turn Insights into Action

The High Performance Customer Insight Professional
Insights into customer behaviour - what customers expect and aspire to - is one of any organisation’s most valuable assets. We are now in a new customer insight era where the emphasis is on futureproofing organisations - providing strategic foresights that will allow an organisation to adapt to change. The new era calls for an enhanced set of skills.

The Insight Sensemaker
Part One of the book focuses on Sensemaking: seeing patterns in a vast ocean of data points and bringing them together into a unifying moment of insight. Today, customer insight professionals need to find the story by synthesising multiple sources of evidence. They need to create a holistic picture by combining different pieces of evidence to unearth compelling insights. To address this, DVL Smith has created Seven Analysis Frames. This is a straightforward step-by-step process for creating a holistic business story.

The Insight Story Builder
Part Two is about Storytelling. DVL Smith provides Seven Story Tools to apply in constructing compelling narratives that will engage with time-urgent audiences. In today’s busy and complex communications environment mastering the evidence-based storyteller’s craft has never been more important. Being a compelling storyteller who can bring ideas and insights alive is a key skill. People who know exactly how to evoke the emotional power of a story will be the ones able to exert the most influence.

Insights into Action
In Part Three DVL Smith focuses on building the customer insight professional’s capability to influence, persuade and ensure action is taken on insights. Customer insight remains one of the most valuable assets any organisation possesses. But often powerful insights fall by the wayside. Various Consultancy Strategies are outlined for dealing with different barriers and resistances that could block the successful implementation of an insight message.