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Seven Steps to a smarter business

Step 5 - Gain insight from your segments

Meet & listen to your customers - don’t rely on ‘tick-box’ surveys.

Applied insight comes from ‘hard’, ‘soft’ & behavioural data.

Simple formula: segment managers + customer insight specialists + data analysts, working together = valuable propositions.

Use Champion/Challenger technique to determine optimal segment treatment & use it to challenge internal preconceptions & to break-down barriers.

Track each segment behaviour and value & take immediate rectification action if required.

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