---
title: Executive Service Roundtable - How to Develop Deep Customer Insights
description: 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.
---

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    - [What Service Transformation Involves](https://www.moremomentum.eu/what-service-transformation-involves)
    - [Why Service Transformation Stalls](https://www.moremomentum.eu/why-service-transformation-stalls)
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    - [Academy](https://www.moremomentum.eu/services/service-business-academy)
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###### Executive Service Roundtable - May 2023

# **How to Develop Deep Customer Insights**

##### And grow advanced services your customers love to pay for

 

[Why am I not seeing the live stream? ](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#cookies)

 

 

[Why am I not seeing the live stream? ](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#cookies)

 

### Welcome dear visitor,

**[Go to menu](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#menu)**

Below you can find all the information related to the Roundtable of May 2023: How to Develop Deep Customer Insights.

Here is how you can benefit, **without being a member**: 

- Join the presentations (not the peer discussions immediately afterwards) at the beginning of the Kick-off meetings each month.
- Join a full Kick-Off meeting (presentation and peer discussion) as a trial before becoming a (free) member.

Become a roundtable member to benefit from:

- Extended meetings, like Ask-Us-anything and Deep-Dive meetings, each month.
- Recordings, slide decks and meeting notes of the meetings.

[Become a (free) member of the Executive Service Roundtable](https://www.moremomentum.eu/offerings/roundtable-memberships)

[I am already a (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#cookies)

[![Join our next Executive Service Roundtable on "Enhancing Service Business Models for Manufacturers"](https://no-cache.hubspot.com/cta/default/4208295/8e6c33dd-f798-4992-80d5-36c1c49d1903.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/8e6c33dd-f798-4992-80d5-36c1c49d1903)

- #### Meetings of this Roundtable
  
    - [Introduction](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#intro)
    - [Kick-off meeting](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#kick-off)
    - [1st Ask-Us-Anything meeting](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#ask-us-anything-1)
    - [Deep-Dive meeting](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#deep-dive)
    - [2nd Ask-Us-Anything meeting](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#ask-us-anything-2)
    - - - - - - - - - - - - - - - - - - - - - - - - - -
    - [Other monthly Roundtables](https://www.moremomentum.eu/services/executive-service-roundtable-meetings-list)
    - [The different Roundtable meetings](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#rt-cycle)
    - [Contact us](https://www.moremomentum.eu/contact)

## 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? 

**Become a (free) member of the Executive Service Roundtable** 

And join this **Kick-Off** meeting (presentation & peer discussion) on:

**May 24, 2023**   
- 09:30-10:30 CET  
- 15:30-16:30 SGT

[Reserve a seat to try first](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#tmp1_widget_1682849364177)

### Try our roundtable and join the kick-off meeting

(It may take 1 minute to be updated on the website)

**Become a (free) member of the Executive Service Roundtable** 

And join this **Kick-Off** meeting (presentation & peer discussion)  on:

**May 25, 2023**   
- 16:00-17:00 CET  
- 10:00-11:00 ET

[Reserve a seat to try first](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#tmp1_module_1683008058826)

### Try our roundtable and join the kick-off meeting

(It may take 1 minute to be updated on the website)

You missed both of these **Kick-Off** meetings on:

**May 24, 2023**   
- 09:30-10:30 CET  
- 15:30-16:30 SGT

**May 25, 2023**   
- 16:00-17:00 CET  
- 10:00-11:00 ET

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).

[![Become a (Free) Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d74e42e5-46f7-4850-847f-7431d66ea37d.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d74e42e5-46f7-4850-847f-7431d66ea37d)

[I am already (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#cookies)

### View the recording, slides and meeting notes

![2025-05-25 RT Customer Insights thumbnail-locked](https://www.moremomentum.eu/hs-fs/hubfs/2025-05-25%20RT%20Customer%20Insights%20thumbnail-locked.png?width=318&height=179&name=2025-05-25%20RT%20Customer%20Insights%20thumbnail-locked.png)

 

![202305-how-to-develop-deep-customer-insights-locked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/202305-how-to-develop-deep-customer-insights-locked-560x315.png?width=318&height=179&name=202305-how-to-develop-deep-customer-insights-locked-560x315.png)

 

| ![notes-blocked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/notes-blocked-560x315.png?width=560&height=315&name=notes-blocked-560x315.png) |   |
| --- | --- |

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.

[![Become a (Free) Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d74e42e5-46f7-4850-847f-7431d66ea37d.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d74e42e5-46f7-4850-847f-7431d66ea37d)

 

## 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.

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Ask-Us-Anything** meeting on:

**May 31, 2023**   
- 09:30-10:30 CET  
- 15:30-16:30 SGT

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Ask-Us-Anything** meeting on:

**May 31, 2023**  
- 16:00-17:00 CET  
- 10:00-11:00 ET

You missed both of these **Ask-Us-Anything** meetings on:

**May 31, 2023**   
- 09:30-10:30 CET  
- 15:30-16:30 SGT

**May 31, 2023  **  
- 16:00-17:00 CET  
- 10:00-11:00 ET

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

[I am already (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#cookies)

### View the recording, slides and meeting notes

![202304-how-to-successfully-execute-service-strategy-locked-video-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/roundtables/202304-how-to-successfully-execute-service-strategy-locked-video-560x315.png?width=318&height=179&name=202304-how-to-successfully-execute-service-strategy-locked-video-560x315.png)

![pending-meeting-slides-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-slides-locked.png?width=318&height=179&name=pending-meeting-slides-locked.png)

 

| ![notes-blocked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/notes-blocked-560x315.png?width=560&height=315&name=notes-blocked-560x315.png) |   |
| --- | --- |

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

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.

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Deep-Dive** meeting on:

**June 7, 2023**   
- 09:30-10:30 CET  
- 15:30-16:30 SGT

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Deep-Dive** meeting on:

**June 7, 2023  **  
- 16:00-17:00 CET  
- 10:00-11:00 ET

You missed both of these **Deep-Dive** meetings on:

**June 7, 2023**   
- 09:30-10:30 CET  
- 15:30-16:30 SGT

**June 7, 2023  **  
- 16:00-17:00 CET  
- 10:00-11:00 ET

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

[I am already (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#cookies)

### View the recording, slides and meeting notes

![202304-how-to-successfully-execute-service-strategy-locked-video-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/roundtables/202304-how-to-successfully-execute-service-strategy-locked-video-560x315.png?width=318&height=179&name=202304-how-to-successfully-execute-service-strategy-locked-video-560x315.png)

![pending-meeting-slides-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-slides-locked.png?width=318&height=179&name=pending-meeting-slides-locked.png)

 

| ![notes-blocked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/notes-blocked-560x315.png?width=560&height=315&name=notes-blocked-560x315.png) |   |
| --- | --- |

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

 

## 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.

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Ask-Us-Anything** meeting on:

**June 13, 2023**   
- 09:30-10:30 CET  
- 15:30-16:30 SGT

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Ask-Us-Anything** meeting on:

**June 13, 2023  **  
- 16:00-17:00 CET  
- 10:00-11:00 ET

You missed both of these **Ask-Us-Anything** meetings on:

**June 13, 2023**   
- 09:30-10:30 CET  
- 15:30-16:30 SGT

**June 13, 2023  **  
- 16:00-17:00 CET  
- 10:00-11:00 ET

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

[I am already (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202305-how-to-develop-deep-customer-insights#cookies)

### View the recording, slides and meeting notes

![pending-meeting-video-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-video-locked.png?width=318&height=179&name=pending-meeting-video-locked.png)

 

![pending-meeting-slides-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-slides-locked.png?width=318&height=179&name=pending-meeting-slides-locked.png)

 

| ![notes-blocked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/notes-blocked-560x315.png?width=560&height=315&name=notes-blocked-560x315.png) |   |
| --- | --- |

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

 

## 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](https://www.moremomentum.eu/offerings/roundtable-memberships) here.

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- [Service Transformation Benchmark](https://www.moremomentum.eu/services/service-transformation-benchmark)
- [Knowledge Hub](https://www.moremomentum.eu/services/knowledge-hub)
- [Service Academy](https://www.moremomentum.eu/services/service-business-academy)
- [ServiceTech Compass](https://www.moremomentum.eu/services/servicetech-compass)
- [Service Business Review (magazine)](https://www.moremomentum.eu/services/service-business-review)
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Resources

Resources

- [Blog of insights](https://www.moremomentum.eu/blog)
- [Ultimate Guide for Service Benchmarking](https://www.moremomentum.eu/lp/ultimate-guide-service-benchmarking)
- [Do's and Don'ts for Service Benchmarking](https://www.moremomentum.eu/lp/do-s-and-don-ts-benchmarking)
- [Mitigating Covid-19 in Service](https://www.moremomentum.eu/covid-19)
- [eBook Navigate Disruption](https://www.moremomentum.eu/lp/ebook-navigate-disruption)
- [Research: Innovate in Crisis Blog of insights](https://www.moremomentum.eu/blog/covid-19/innovate-your-way-out-of-the-covid-crisis)

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