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Less Effort, More Impact: Secrets of Successful Customer Insight Management

January 18, 2018
Written by Rachel Alexander

If you work in customer insights, at some point, you’ve probably felt like an order taker, replying to email chains and answering drive-by requests to find specific research. Unfortunately, the more and more data that pours into your organization the more of these one-off requests you’ll get, especially if you don’t have right infrastructure and processes in place. Getting research to the right people might seem impossible, but in reality, it doesn’t have to be. Just follow these steps to not only lessen the burden of having to answer to one-off requests, but also make a more strategic impact on your organization with customer insight management.

Stay Ahead of Disruptive Requests

A critical component to staying ahead of all those requests is to make sure your research and insights are easy to find and share. The speed and ease at which requests can be fulfilled becomes increasingly important as the volume of those requests grows. Otherwise, insight managers will find themselves falling hopelessly behind in short order – which keeps all the parties involved from working as productively as they could be. Insights platforms are designed to drive faster, more efficient knowledge sharing and access to the insights and research stakeholders need to to make data-driven decisions by allowing information to be better organized, easier to manage, and shareable. These platforms also incorporate a social component that allows teams to share insights amongst each other, as well as encourages them to interact with others. This kind of crowdsourcing eliminates those disruptive requests insight teams get bombarded with and helps to make other departments self-sufficient.

Keep Data Centralized

According to the Market Research blog, organizations are spending upwards of $16 billion on research yearly, and that number is expected to continue to grow. Insight teams are spending much of their day pulling research and data from a multitude of different sources and trying to figure out how to distribute buyer and customer profiles in a way that is comprehensive and digestible. Unfortunately, this doesn’t leave a lot of time to turn those insights into action. And as long as data is locked in siloed environment, nothing is going to change. The amount of data available is only going to grow, which means eliminating silos is going to be even more difficult unless organizations start nipping it in the bud early. Knowledge sharing platforms are a catalyst for keeping information from different sources organized and categorized, meaning teams have faster access to data to make better, more informed decisions.    

A Single Source of Truth

Data isn’t the only thing that may be siloed at your company, departments can also operate in silos, which probably isn’t surprising. In fact, 27% of organizations view this as a reason to why they are failing according to one Forrester Report.

When you have multiple teams working with data from different sources, they will interpret it all in different ways. This can lead to disjointed decision making and incohesive strategies. But, how can customer insights managers make this shift towards reducing siloed operations? This is where an insights platform plays a crucial role. While technology only plays one part in your overall knowledge sharing strategy, it is a critical step towards establishing a single source of truth for data and insights. This can help, unify the efforts of teams across the organization from R&D to Brand Managers and everything in between. Teams can collaborate with each other, ask questions about specific research, and even share additional findings. Meaning, they can achieve more together.

Harness The Power Of Knowledge Sharing With Digital Transformation

Companies that grasp what the digital workplace is really all about are willing to change the ways people and applications connect across their organizations. By fostering a digitally driven culture of collaboration, they break down silos, share knowledge more effectively, and compete more successfully.

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