Increasing Marketing’s Strategic Value via Customer Insights
In most organizations, there is no one that considers it a priority to monitor customers’ experiences and perceptions as they navigate working with the organization. Marketing has the opportunity to increase its value in the organization by making this a priority and serving as the voice of the customer throughout the organization.
• Explore the imperative for companies to look at their products/services/policies from their customers’ perspective vs. via internal views
• Discuss the role of Marketing in championing customers’ perspective throughout the organization
• Explore ways to gain ongoing insight into customers’ experiences/perspectives
Jen Berkley Jackson is the owner of The Insight Advantage, a full-service research firm that helps organizations use customer insight to grow profits and market share. Jen works with companies to determine research strategy and then implement a variety of customer feedback tools, including phone and online surveys, focus groups, and one-on-one interviews. Her background prior to launching her company in 2000 was as a product manager and manager of a customer support group. Jen also teaches the Power of Market Research at UC Santa Cruz Extension in Silicon Valley.