Up Close and Personal

In our experience, traditional qualitative research sometimes isn't enough to 'get under the skin' of customers. Our Insurance client's sales team wanted to understand the needs of their SME customers so they would be equipped to deliver the best service possible. We felt that focus groups and depth interviews were too remote, and that direct, face to face interaction and dialogue would be more effective.

So, we structured and facilitated breakfast meetings, where the team could hear first-hand concerns, needs and aspirations and really develop a deep understanding of their customers. With increased confidence and understanding, we progressed to one-to-one sessions in customers' own working environments and interactive team workshops to share insight and plan actions. The outcome was even better than we anticipated – as well as unearthing new service and product ideas and delivering valuable input into marketing and advertising planning, we saw a big increase in team engagement and motivation.

This project is now a rolling programme, handled internally, where we train, refresh and support as needed.

Learn more about sharp customer engagement