Magazine article Marketing

Predictions, Personalisation and Profit Unleash the Power of Customer Insight

Magazine article Marketing

Predictions, Personalisation and Profit Unleash the Power of Customer Insight

Article excerpt

With one of Marketing's biggest customer-experience events fast approaching, D'Arcy Rossiter, head of insight at British Gas Connected Homes, gives us a taster of what's in store

How you understand and influence customer behaviour is a constant headache for marketers. What shapes their attitudes, and how you can deliver on their expectations, are just some of the pain points we'll be tackling at this year's Big Questions Live on 1 March.

Marketing asked speaker and British Gas Connected Homes' head of insight, D'Arcy Rossiter, for his top tips on what essential steps marketers must take to drive a more customer-centric business.

How do you use insight to drive business at British Gas Connected Homes?

We're a very insight-led business. We make extensive use of a variety of insight-gathering activities, from more traditional qualitative and quantitative research techniques to newer ones using techniques from the emerging field of data science. However, a big part of our product managers' time is spent with our customers and prospective customers, asking them about their lives, their homes and the issues that they deal with managing their homes. We look to identify the issues that our customers are dealing with daily and then come up with products and services that will help them manage those better.

How can companies deliver rewarding personalised customer experiences?

It's about a value exchange. If you ask a customer for information about themselves, you should use that information to make their experience with you better.

Which company stands out as a pioneer when it comes to customer experience?

Easyjet has done a great job, in the past five years, of improving this Everything from the website and booking process to the pre-flight communications and the on-board experience are so much better. A lot of that improvement is down to better use of technology and tailoring communications to the customer and the destination they are travelling to.

What will be the biggest challenge to face marketers from your sector in 2016?

Overcoming customer apathy and mistrust of the companies in the space As an industry, we've not done a great job communicating with consumers, and we need to improve that.

What advice would you give to marketers on growing customer bases and delivering real ROI? …

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