Heather Wendlandt Contributes to Insights Association Blog
Earlier this month, on 8th April, the Insights Association in the USA published an article that was written by FlexMR’s North American Client Development Manager, Heather Wendlandt, entitled Creating a Customer-Centric Culture by Insourcing Insight.
Customer centricity is a hot topic for business strategists all over the world, but it is one of the hardest cultures to achieve in its fullest form. Most businesses only really achieve the state of being customer-aware, but see themselves as fully customer-centric, so one of the ways in which this culture can be successfully adopted is by understanding the true definition of their end goal: a truly customer-centric culture is a way of doing business that put’s the customer at the centre of operations, and any decisions that needs to be made are done so with their welfare and experience fully in mind.
Explaining Customer Centricity
In her article, Heather has taken this another step forward and created a fully-functional four-step plan for ensuring a customer-centric culture is borne and maintained within a business:
1. Connection - The moment customer feedback is put into a report, it instantly becomes detached from the source and easy to ignore. In this first step, Heather explores how to run research in such a way that enables stakeholders and key decision-makers to retain that connection with research participants.
2. Education - With customer concerns firmly embedded in the minds of senior decision makers, it is best to educate individuals on the value of research to a customer-centric business. In this section, heather highlights the various learning strategies available to researchers and decision-makers alike.
3. Action - It is important to look at the process of commissioning research in order to streamline it and make research easy to conduct for all areas of business. Heather will explore options for infrastructure within a business that will enable researchers to reduce friction within the commissioning process.
4. Activation - Having robust systems in place to make changes based on that feedback is the final essential, and defining, step that will allow businesses to say that they are truly a customer-centric brand. Heather explains in this section how to drive action through customer insights.
Heather has over 17 experience within sales and market research, and has worked closely with a number of global brands; through this Heather has gained the knowledge to create an effective four-step plan for businesses everywhere to take advantage of. The full article can be read on the Insight Association website.
About the Insights Association
Launched in 2017, the Insights Association was formed through the merger of two organizations with long, respected histories of servicing the market research and analytics industry: CASRO (founded in 1975) and MRA (founded in 1957). The result is a connected association with a unified, coordinated and highprofile voice, aligned in mission and message, effective at advancing the industry and profession in which we all share an abiding passion. The Insights Association strives to effectively represent, advance, and grow the research profession and industry.