How to Develop Deep Customer Insights

Introduction

Developing new advanced services and growing the service business is a must-win journey for every service business. 
This involves growing with new remote services, predictive maintenance, operational performance solutions, outcome-based services, PaaS offerings, and what have you. 

The recipe for winning your customers with your new services are: 

• Solve a significant problem or challenge our customers have not solved adequately yet. 
• Be part of your customers' journey or transformation. 
• Differentiate to avoid the commodity trap. 

 In practice, we see 2 common problems in the service sector: 

1. Your customers are not interested. They do not see the added value.
2. All competitors are doing the same, leading to early commoditization of your new services. 

Most new products and services fail because they do not solve customer problems. 

In the Executive Service Roundtable of May, we will discuss 3 essential aspects to get beyond the tip of the iceberg and develop deep customer insights vital to differentiating and growing high-value services. 

• What exactly is customer insight?
• What are best practice approaches and techniques?
• Who develops the customer insights? 

Kick-Off meeting

May 24 & 25

Key topics discussed:

• What exactly is customer insight?
  
  • The format, elements, and structure.
  • The tip of the iceberg (the obvious) and the bottom of the iceberg (where the magic happens).
• What are best practice approaches and techniques?
  
  • To reveal complex and poorly defined problems.
  • To develop a leading-edge vision of the industry.
  • Understand all stakeholders in your customers' organization.
• Who develops the customer insights?
  
  • When (not) to outsource?
  • Who to involve internally?
  • Who owns it? 

Our presentations at the beginning of every Kick-Off meeting are accessible to everyone.

The peer discussions after these presentations are for (free) members only.

• Become a (free) member now to join the full Kick-Off meetings.
• Or try one full session first - reserve your seat above).

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View the recording, slides and meeting notes

Only (free) members have access to recordings, slide decks and meeting notes of Kick-Off meetings:

• With a Free Roundtable membership, you will have access to the materials of the Kick-Off meetings you attended.
• With a Flex Access Roundtable membership, you will have access to the materials of all kick-off meetings, also of those for which you did not reserve or did not attend.

Ask-Us-Anything meeting

May 31

During this meeting, we will be discussing some of the questions that have been submitted by participants beforehand, like:

• To be decided after the first meeting of this Roundtable

Submit your (additional) questions in an email or in the form when reserving your seat.

The objective of your questions can be:

• Getting answers to our questions.
• Getting feedback on our ideas or plans.
• Brainstorming best practices.

Only All Access Roundtable Members can join the extended Roundtable meetings, like the Ask-Us-Anything and Deep-Dive meetings. 

I am already (free) member - this website does not recognise me

View the recording, slides and meeting notes

Only All Access Roundtable Members have access to recordings, slide decks and meeting notes of Ask-Us-Anything meetings.

Deep-Dive meeting

June 7

During this meeting, we will be making a Deep-Dive on one or two sub-topics chosen by the participants beforehand.

For the first 30 minutes, we will present best practices and insights, after which we will continue with a 30-minute peer discussion.

We will cover:

• To be decided after the first meetings of this Roundtable.

Only All Access Roundtable Members can join the extended Roundtable meetings, like the Ask-Us-Anything and Deep-Dive meetings. 

I am already (free) member - this website does not recognise me

View the recording, slides and meeting notes

Only All Access Roundtable Members have access to recordings, slide decks and meeting notes of Ask-Us-Anything meetings.

Ask-Us-Anything meeting

June 13

During this meeting, we will be discussing some of the questions that have been submitted by participants beforehand, like:

• TBD

Submit your (additional) questions in a simple reply.

The objective of your questions can be:

• Getting answers to our questions.
• Getting feedback on our ideas or plans.
• Brainstorming best practices.

Only All Access Roundtable Members can join the extended Roundtable meetings, like the Ask-Us-Anything and Deep-Dive meetings. 

I am already (free) member - this website does not recognise me

View the recording, slides and meeting notes

Only All Access Roundtable Members have access to recordings, slide decks and meeting notes of Ask-Us-Anything meetings.

Overview of meetings in each monthly Roundtable

Every month, we start a new Roundtable with another theme.

For each monthly Roundtable, we will host 4 online meetings of 1 hour each:

1. A Kick-Off meeting on the first Monday of the Month.
   We present best practices and practical frameworks, after which we have a peer discussion.
2. A first Ask-Us-Anything meeting on the second Monday of the month.
   We will discuss a few of the questions that were submitted by participants beforehand.
3. A Deep-Dive meeting on the third Monday of the month.
   We present a deep-dive on the 1-2 topics participants chose, after which we have a peer discussion.
4. A second Ask-Us-Anything meeting on the fourth Monday of the month.
   To close the topic, we will discuss a few of the questions that were submitted by participants beforehand.

We run each meeting in two sessions to allow participants from most time zones to participate.

The Kick-Off meetings are for all (free) members.

The other three meetings are only for All Access members.

Check out the differences between the different Roundtable memberships here.

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