CASE STUDY
Empowering analysts to make critical business information accessible and engaging
Challenge
Up-to-the-minute customer insight is essential for all businesses. A major high street retailer had an expert team of analysts interpreting customer needs and behaviour – and reporting findings to the wider business.
However, the analysts’ communications – though technically accurate and complete – sometimes left stakeholders unsure of the significance of findings.
The organisation asked us to review the situation and suggest more productive ways forward.
Solution
We started by immersing ourselves in the business environment, understanding stakeholder needs – and the processes at play. We compared these needs to the analysts’ reports, and the processes involved in creating them.
We identified opportunities for enhancing the flow of relevant information – and critically, for understanding its significance.
We created a new format for the reports to make key information easy to find and digestible. We then created and delivered bespoke training for analysts. And we made recommendations for process realignment.
Results
Following this piece of work, the structure, content – and impact – of the retailer’s customer insights reports changed significantly.
Results included:
- Deeper engagement with up-to-the minute business information across the organisation – and the ability to take immediate action based on it
- Higher rates of collaboration between analysts and the rest of the business
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