What is a customer investigation?
A customer investigation looks at how customers interact with the business and provides suggestions for improving outcomes for the business and the customers.
Why do a customer investigation?
To better understand the customers’ relationship with the business and its products, pricing, degree of loyalty and to understand areas for the business to improve.
Who would benefit from a customer investigation?
Any business that wants to improve its relationship with its customers and better understand their wants and needs. This leads to better outcomes for the business.
How long does it take?
Typically a customer investigation of an individual market would take 8-12 calendar weeks.
What is included?
The main elements of a customer investigation are:
- Historical performance
- Key metrics
- Categorisation
- Sales and marketing touch points
- Customer view of business and competitors
What is the process?
We start the process with a scoping discussion and a written scope document. Prior to starting the job we provide a letter of engagement, setting out the terms of the engagement. You will need to sign this document on behalf of your business and return it to Competitive Insights. Putting the document together requires access to internal financials and documents. In addition we will need to interview a small number of people who hold key positions in the business. We update with the key contact or group on a weekly basis and are available for discussion on completion of the document.
What do you get?
The output from this process is a PDF document that is suitable for electronic sharing or printing. In addition to the document there are weekly progress/debrief sessions during the engagement as well as presentation/discussion when the final document is delivered.
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