Paul Laughlin recently appeared on a virtual roundtable event organised by MyCustomer, sharing the experience of customer insight leaders. He shared this platform with Avis Easteal (Head of Consumer from Luxasia) and Nina Jones (Head of Advisor Experience from Fidelity International).
Hosted by Neil Davey (Managing Editor of the MyCustomer hub) this roundtable event explored what both customer insight and customer experience teams had learnt from the pandemic. MyCustomer summarised the theme as follows…
“The customer insight function has become more important than ever during the pandemic. How can the insight function be better utilised by customer experience teams going forwards?
Market research and customer insight teams have been at the very heart of the pandemic over the past 18 months, reporting on the impact of COVID-19 on consumers. It has been a pivotal moment for the insight function, as it has had to adapt to working under challenging constraints and under greater pressure. So what lessons have been learned that can be applied to customer experience strategies going forwards?”
Through this conversation, Avis, Nina and Paul share their answers to:
- Why has the customer insight function been so important over the last 18 months.
- What have been the biggest challenges for insight teams.
- What impact has the pandemic had on research methods, and the way that research is conducted.
- How have insight teams adapted and how will this benefit CX in the long-term.
- How have our panellists used customer insights to improve CX.
This was a really productive conversation, full of advice from practitioner leaders with implementation experience. For those who missed the live broadcast on 17 June 2021, we recommend watching the free on-demand video available from MyCustomer here:
For further advice on the points raised about Customer Insight leadership, including mentoring services for customer insight leaders, see further details here. On that page you can use the embedded calendar to arrange a video call with Paul.