Customer Insights

T-Shaped Insights – a new approach to understanding your customers and creating impact

October 19, 2021
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One of the most common challenges companies face is having so much data that they can’t uncover the insight, let alone act on it.  

CX programs are terrific at providing a broad overview of the experiences that your customers have with your brand, but they sometimes struggle to give you the depth of insight that you need to be confident in taking action.  

Wouldn’t it be great if you could get breadth, depth and actionable insight?  

Well now you can.  

By combining your CX program with an Insight Community, you can not only better understand your customers, but also pinpoint where you should focus your attention for the greatest impact. This is one example of a concept we call “T-Shaped Insights”.  

In practical terms, achieving this outcome is relatively straightforward. Simply use your CX program to monitor ongoing experience across your customer base and identify pain points, then layer in an Insight Community to deep dive into the recurring problems identified through your CX program. When you do your deep dive, it is also an opportunity to collaborate with the Insight Community members, to co-create solutions to the identified problems.  

By taking this approach, CX data that you may have found overwhelming in the past can now be narrowed down, so that you are just focusing on the moments that matter, and deep diving into those with an Insight Community to find solutions for better business outcomes.

Hopefully this gives you a taste of the power of combining CX and Insight Communities for more actionable insight.  

If you would like to know more about how T-Shaped Insights could benefit your business, please reach out at hx@potentiate.com

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