Home About Jim Barnes Keynotes Seminars & Workshops Consulting Books Publications Strategic Partners Client List Endorsements Contact Us	Keynote Summary Customer Insight: Everything I Know About Marketing, I've Learned from Customers. Who Should Attend? Senior executives, marketing VP's, chief marketing officers, market research managers, sales managers, sales staff, relationship managers, database marketers, customer service managers. What You'll Learn This keynote suggests that the key to success in achieving high levels of customer satisfaction and loyalty and in cultivating successful customer relationships lies in really understanding one's customers. I would suggest that, in order to parallel the progression of a firm from a product-focused to a relationship-focused organization, there must be a similar progression of the firm's understanding of its customers, one that we might consider moving through four stages, from customer data, through information and knowledge, to insight. In my experience, many firms are currently focused on data and, as a result, have very little genuine customer knowledge and insight. We'll discuss the difference between customer data and insight. We'll examine the dangers of an understanding of the customer that is based solely on the analysis of data in customer databases. The reason that many firms lack the necessary insight is that their research and measurement tools have not progressed much from the days when business was focused on product and on selling. Today, with many companies suggesting that they are customer-focused or even relationship-focused, we need more sophisticated ways of looking at customers. This has implications for performance measurement, for data collection, and for customer research. In this keynote, you will learn why it's important to gain greater insight into customers, their needs and expectations. You will also learn approaches to achieving that greater insight, which will then drive higher levels of customer satisfaction, loyalty and profitability. What We'll Talk About: Most of what I know about Marketing, I've learned from customers Why data do not represent insight Why few companies really talk with the customer! What it really means to be relationship-focused The customer's view of the relationship is the "softer" view The pitfalls of conventional performance measures Why no-one talks about Historic Customer Value Why customer loyalty programs have little or nothing to do with loyalty Why customer retention is not loyalty Why satisfaction and retention data are often misleading Why satisfaction is like cholesterol Why you must redefine your value proposition Why databases contain little knowledge and almost no insight The pitfalls of conventional customer research Gaps in customer knowledge Understanding your customers' customers Paying attention to the almost customer Return to Keynotes
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